Mumbai, February 06, 2019

• SBI Life launches its second ad film under the 'Main Se Hum' brand campaign, focused on protection category

SBI Life Insurance, one of the leading private life insurance companies in India, today released a new ad film under its 'Main Se Hum' brand campaign. Capturing the essence of 'Main Se Hum' with instinctive moments of happy responsibility, this new ad film appeals to today's consumer by highlighting their positive and responsible approach towards life insurance.

Connecting with consumers across the country, Mullen Lintas conceptualized a light-hearted storyline integrating insurance with elements of romance and humor, thereby making it a subject of household conversations. The simple storyline of a mother along with her daughter cajoling her son to get married cuts across all sections of the society creating a universal appeal. The ad starts with the son trying to fill a life insurance proposal form, wherein without realizing he has accidentally written the name of the girl as the beneficial nominee, inferring that he is ready to take the step ahead (marriage) in life and is ready to protect her. While the boy gets teased by his younger sister in the ad, a larger message of life insurance being a symbolic commitment of happy responsibilities towards our loved ones is conveyed.

Mr. Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance, said, Our communication is aimed at having a universal appeal for insurance and simultaneously establishing a emotional connect with the consumer. We believe our creative partners have stood up to the challenge of integrating a financial product like insurance with elements of humor and romance, making it a topic of household conversations.' He further added, 'We hope the symbolic significance of life insurance in establishing our commitment towards our loved ones is conveyed well to help consumers realize their own happy responsibilities towards their loved ones.

SBI Life's 'Main se Hum' campaign meticulously positions insurance as a happy responsibility tool for one's protection needs. Using a very apt situation the ad fittingly displays the selfless intuitive progression from 'Main' to 'Hum', in a inventively ideated fashion, where a young man transitions to an intuitively protective version of himself, through smaller steps that one takes to ensure the safety of their loved ones.

The ad film will be aired on television as well as on various digital and social media platforms.

BRAND / SBI LIFE INSURANCE
DIRECTOR / GAURI SHINDE
AGENCY/MULLEN LOWE LINTAS
EXECUTIVE PRODUCER / KHALIL BACHOOALI
PRODUCER / ANIRUDH SHARMA
PRODUCTION CO. / OFFROAD FILMS

SBI Life Insurance Company Limited (“SBI Life”/ “the Company”), established in 2001, is a joint venture between State Bank of India and BNP Paribas Cardif S.A. and is one of the leading life Insurance companies in India. SBI Life has an authorized capital of ` 20.0 billion and a paid up capital of ` 10.0 billion.

SBI Life offers a comprehensive range of life insurance and pension products at competitive prices, ensuring high standards of customer service and world class operating efficiency. The Company offers individual and group products which include savings and protection plans to address the insurance needs of diverse customer segments.  

SBI Life has a multi-channel distribution network comprising of an expansive Bancassurance channel with SBI, which has an unrivalled strength of over 22,000 branches across the country. SBI Life also has a large and productive agent network comprising of 116,278 agents, as on December 31, 2018. The Company’s other distribution channels include direct sales and sales through corporate agents, brokers, insurance marketing firms and other intermediaries. As on December 31, 2018, the Company has a widespread network of 859 offices across the Country to address customer needs effectively and efficiently. The Company had an AuM of ` 1341.5 billion as of December 31, 2018.
 
The Company is listed on National Stock Exchange (“NSE”) and The Bombay Stock Exchange (“BSE”).