Mumbai, October 24, 2018

SBI Life showcases real life 'Main Se Hum' stories of our society's unsung heroes this festive season

• SBI Life launches series of 'Real Life Real Stories' in recognition of extraordinary acts of common people, which have made a difference to the society

Mumbai, October 24, 2018: SBI Life Insurance, one of the leading private life insurance companies in India, takes the unconventional route of digitally showcasing inspirational stories of common people to connect with the youth of the country. Conceptualised by WATConsult, the digital and social media agency from Dentsu Aegis Network India, the 'Real Life Real Stories' digital video series is an extension of SBI Life's recently launched Main Se Hum campaign aimed at encouraging the youth to take on happy responsibilities.

The first digital video of the series, launched during Navratri, showcases the story of Pabiben Rabari whose Main Se Hum Ka Kadam is to happily take the responsibility of preserving the dying art of Rabari embroidery - one that has been passed down for over 400 years in the community. Pabiben's selfless act has in turn empowered the women of her community to be financially independent.

The subsequent 'Real Life Real Stories' digital videos will exhibit such noble steps taken by common people whose Main Se Hum Ka Kadam is towards the betterment of society at large. For instance, the second digital video is about Debojyoti Roy from West Bengal. He along with his team, have meticulously plotted a roadmap and guide for all key Durga pandals in Braille. This simple act has facilitated visually impaired people and senior citizens to be part of the festivities and seek the goddesses' blessings. SBI Life will feature many such 'Real Life Real Stories' of unsung heroes this festive season.

Mr. Ravindra Sharma, SVP & Chief of Brand & Corporate Communications, SBI Life Insurance, said, "For India to truly benefit from its demographic dividend, her youth must be inspired with purpose. We hope the happy responsibility personified in 'Real Life Real Stories' of people like Pabiben and Debojyoti, can inspire the youth to make a meaningful difference to the society." He further added "The Main Se Hum campaign has so far successfully captured imagination of the youth to take on happy responsibilities towards their loved ones. We hope the extension of our campaign through 'Real Life Real Stories' instills the same sense of responsibility towards the community at large."

Each of the 'Real Life Real Stories' digital video has been shot in the local language of the protagonist, English subtitles have been later added to reach out to a larger audience. "People emote the best in their own mother tongue and that is why we decided to shoot the videos in their respective languages. India is a country of diverse languages which adds to the flavor and vibrancy of each of these stories. Also emotion being a language that everyone understands, we don't think it is a deterrent for popularity," added Sharma.

Focusing on how one acquires the protective instinct as they move ahead in life, the 'Real Life Real Stories' videos extend the brand's #MainSeHum philosophy to the digital space. Though this commenced during the auspicious occasion of Navratri and Durga Puja, the brand will also be seen revealing more such stories as the year progresses.

Speaking about the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, "This festive season we thought of underlining the life journey of few persuasive people who mark the power of hard-work and passion, making their struggle remarkable in itself. And, what could be the best time to formulate this new thought. While, the entire country, in some or the other way, is seen celebrating the power of goodness, we are also rejoicing the tangible stories of these protagonists. In a very humble and inspiring way, the videos communicate the need of protecting the family in the best possible way with SBI Life Insurance's protection plans under their 'Main Se Hum' brand proposition."

Video Credits
Brand: SBI Life
Agency: WATConsult

VP (Video) - Manu Bhadane
AVP (Video) - Esther Carrion Caszo

Director - Yash Danak (Navratri) & Rushil Byala (Durga Pujo)
Director of Photography - Sahil Shah (Navratri) & Deepak Thomas (Durga Pujo)
Assistant Director - Rohan Phatak & Anindita Mukherjee
Script - Rushil Byala, Anindita Mukherjee and Rohan Phatak
Editor - Divyashree Samantaray & Vishal Barve
Production Manager - Shreyan Ghosh
Line Producer - Dhawal Pandya & Aakash Ghosh
Location Manager - Rajesh Thacker & Ayan Ray
Camera Attendant - Sankesh Malap
Sound Recordist - Kamlesh Sangare
Grading: Lucia Entertainment & Sebastian

VP (Operations) - Sahil Shah
AVP (Operations) - Manika Juneja
Regional Head (West) - Aakash Chatterjee
Lead Account Manager - Kunal Luhar
Deputy Account Manager - Nimisha Solanki
Client Servicing - Shreya Prabhu & Drishti Parekh
Design - Sumit Bansode, Ganesh Panchmukh & Umesh Pawar
Content - Susmita Saha

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 an extensive and productive agent network comprising of 112,119 agents, as on June 30, 2018. The Company's other distribution channels include direct sales and sales through corporate agents, brokers, insurance marketing firms and other intermediaries. As of June 30, 2018, the Company has a widespread network of 837 offices across the Country to address customer needs effectively and efficiently. The Company had an AuM of ' 1,202.8 billion as of June 30, 2018.

The Company is listed on National Stock Exchange ("NSE") and The Bombay Stock Exchange ("BSE").