SBI Life’s New Campaign Encourages Physical, Financial Immunity

SBI Life Insurance has launched a new campaign ‘Apno Ki #PoornaSuraksha’, which highlights its product’s dual protection features.

The film features a famous Bollywood playback singer, Shaan and his son Shubh.  Shaan can be seen as narrating how the younger generation understands the need to maintain immunity. The video shows a healthy relationship between a father and the son and how the son is concerned about his father’s health and immunity. The film moves on showing Shaan being guided by his son in order to maintain strong health, the singer can be seen finding similarities between the two situations and talking about building healthy financial health as well, that will be immune towards any unforeseen situation or at the times of any financial crisis. Such a financially immune system would be a boon for oneself or the loved ones against any financial stress or lifestyle diseases. 

Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life, said, “With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one’s financial immunity as they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illnesses in a single package, this dual protection can enable individuals to build a holistic financial immunity, as a safety net for themselves and their family to battle against any odds.”

“Health immunity is of a priority today, with everyone aware and abreast like never before. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behavior,” said, Garima Khandelwal, Chief Creative Officer, Mullen Lintas.