Mullen Lintas creates TVC with new brand identity for SBI Life

02 Feb,2022

By Our Staff


SBI Life Insurance has unveiled its reimagined ‘Brand Identity’ with brand consultancy firm Chlorophyll working on the rebranding exercise.


Speaking about SBI Life’s re-imagined brand identity, Ravindra Sharma, Chief of Brand, Corporate Communications and CSR, SBI Life said: “Brand SBI Life is not limited to a re-imagined identity or a TVC, fundamentally it is an entire belief system that we all live by, it is an experience that our customers and stakeholders remember us for. Our extensive research comprising countless conversations with consumers, business partners, employees and other stakeholders have indicated to a new evolving individualistically determined India. The consumer of this new India, expects insurance to be an enabler, in their pursuit of individualistic ambitions, which is way beyond the role of a mere financial tool. Aligning SBI Life’s brand journey to the evolving consumer attitude in the new India, we’ve undertaken a strategic rebranding exercise, where we envisage brand SBI Life to play the role of an ‘enabler’ for the consumer to follow their own individualistic aspirations, while simultaneously taking care of the needs of their loved ones.”


Added Kiran Khalap, Co-Founder, Chlorophyll Brand Consultancy: “The challenge was like a four-way tight rope walk. Find one single insight that could make the brand relevant to metro-millennials, retain the loyalty of tier two and three towns, put distance between SBI Life and others and finally, give SBI Life a distinct identity. We found it, thanks to the patience of the team.”


Added Garima Khandelwal, Chief Creative Officers, Mullen Lintas India: “The new brand philosophy of SBI Life “Karo poore apne iraade, apno se kiye sabhi vaade” is about fulfilling your dreams and passions while keeping your promises to your loved ones, not losing self for the sake of our responsibilities. We wanted to craft a story that captured the essence of the ‘vaade’ and ‘iraade’ through the eyes of an individual at a stage in life of change, where one is ready to take the next step of having a life partner or starting a family. The first story captures the beautiful moments of reflection in the mind of the protagonist, who vows to keep his individual dreams alive as he readies to become a family man. SBI Life gives wings to these dreams and aspirations, both for the family as well as the individual”.


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