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Tag: Ravindra Sharma

  • SBI Life Insurance, WATConsult launch India’s first-ever programmatic digital OOH campaign

    SBI Life Insurance, WATConsult launch India’s first-ever programmatic digital OOH campaign

    MUMBAI: SBI Life Insurance, for its ‘Main Se Hum Campaign’, has launched the first-ever programmatic digital out-of-home (OOH) campaign in India. Planned by WATConsult, the digital and social media agency from Dentsu Aegis Network (DAN) along with DAN’s Programmatic Arm – Amnet, this innovation aims to help the brand in reaching out to newer audiences & build a programmatic connect thereafter.

    Exploring New Year as a topic, the campaign is being executed across major establishments in Maharashtra and Delhi-NCR. Google’s marketing platform in partnership with Lemma Technologies, has helped the brand serve this digital inventory across OOH touch points and also plans to re-target audiences on mobile through the beacons installed at each location.

    WATConsult founder and CEO Rajiv Dingra said, “With this activity, SBI Life adds another innovation with us with the key objective of testing Digital OOH, extend further reach for their "Main Se Hum" campaign exploring New Year as a topic to leverage and programmatically retarget with relevant brand messages. Well, this is the first-of-its-kind initiative in India and will surely open more dynamic avenues for the brand in the coming future.”

    SBI Life Insurance chief of brand and corporate communications Ravindra Sharma said, “For a long time marketers have been trying to bridge the gap between offline and online audience, to holistically target consumers. Using the existing advertising ecosystem, the programmatic digital out of home campaign (DOOH) successfully bridges the offline to online audience gap, by simple yet intelligent application of technology.” He further added, “At SBI Life we take great pride in being the early adopters of upcoming technologies and are extremely thrilled to start 2019 on an innovative note. We believe this will mark a transformation in the evolution of digital marketing.”

    AMNET in association with Lemma Technologies ran this DOOH campaign as a RTB (Real-Time Bidding) campaign on Lemma’s platform which had Google DV360 participating as demand partner. “It’s an innovation in the outdoor industry to connect outdoor media to a centralised platform based on advertisement standard & protocols. Such standardisation gives DOOH inventory more visibility to direct and programmatic demand,” says Lemma Technologies founder and CEO Gulab Patil.

    AMNET vice president Salil Shanker said, “This is a revolution in outdoor industry to connect DOOH screens to a digital advertisement ecosystem. At AMNET, we believe in driving innovations to our partners and with success of launching programmatic radio in India, now we are thriving to launch DOOH inventory through programmatic.  The new platform offers advertisers with innovative solutions to connect with the right audience with right messages at the right time along the consumer journey. While the lines are slowly blurring between digital and offline, in the short term this step will surely help SBI Life in getting that extended reach through offline impressions and a possibility to re-connect audiences in digital world to help close the loop. The standardisation gives more simplicity to manage all media channels through a single lens.”

  • SBI Life Insurance extends ‘Main se Hum’ brand campaign on ground

    SBI Life Insurance extends ‘Main se Hum’ brand campaign on ground

    MUMBAI: SBI Life Insurance, a private life insurance company in India, has collaborated with advertising startup, CupShup, known for its popular technique of converting tea and coffee cups into a platform for brands. The on-ground extension of SBI Life’s ‘Main se Hum’ campaign is aimed at creating a deeper consumer connects by unintrusively participating in their daily tea breaks. SBI Life’s 360° campaign targets consumers across multiple platforms through conventional marketing media such as TV, print, outdoor, along with digital and social media.

    8 lakh cups are being distributed among 75 leading corporate houses through this promotion which has been live since October 2018. The cups carry simple illustrations on ‘Main se hum ka kadam' describing the services that individuals can opt for themselves or their family.

    Commenting on the collaboration, SBI Life Insurance Company Ltd chief of brand & corporate communication Ravindra Sharma said, “The challenge to connect with today’s consumer is to device strategies which are unintrusive yet powerful enough to capture their mind-space. In that context, the association with CupShup works as a fitting extension for Main Se Hum, as it places the brand literally in the hands of our consumers without interrupting their routine. We hope to leverage the social beverage of India to encourage today’s consumer to take on insurance as happy responsibility.”

    Adding further, CupShup co-founder Sidharth Singh said, “We are extremely glad to tie up with SBI Life for this campaign. The beauty of paper cup marketing is that it is targeted and takes the brand to the right hands, literally! Having tea is an emotion for Indians and the paper tea cup is a part of their life everywhere they go. Tea drinking is a social habit that triggers discussion and engagement. With paper cup branding, relationship building is easier and that is also the idea behind SBI Life’s ‘Main se Hum’ campaign.”

    Along with paper cups branding, CupShup will also conduct corporate activation for SBI Life taking the brand right inside the corporate premise to engage with employees and generate leads.

  • SBI says secure your children’s love, not anxiety

    SBI says secure your children’s love, not anxiety

    MUMBAI: SBI Life Insurance has launched SBI Life – Poorna Suraksha, a one of its kind non-linked, non-participating term assurance plan, with an inbuilt critical illness cover. The policy offers coverage for a wide range of 36 critical illnesses. The policy helps consumers boost their evolving needs as they age.

    The brand has unveiled #PapaKiPappi, a TV-led integrated campaign, to launch and promote the new offering. The campaign explores the concept of reverse parenting. When children are young, parents provide protection and care to their children but as the parents grow old the same role is taken over by their children. Through this TVC, SBI Life aims at keeping children’s anxiety towards their parents at bay, so that they can love their parents without any worry. The campaign has been created by Leo Burnett Orchard.

    SBI Life Insurance SVP and chief of brand and corporate communication Ravindra Sharma says, “In an ideal world, there is no one who would voluntarily depend on their children for their needs, especially in old age. As parents grow older, children start getting anxious for their parents’ health and well-being and the love and care that parents provide for their children somewhere turns into children’s worries towards their ageing parents. With this insight, SBI Life has unveiled #PapaKiPappi, a new campaign that lets children love their parents, minus the anxiety.”

    Leo Burnett Orchard executive creative director Amod Dani adds, “We saw the ‘Papa Ki Pappi’ as a beautiful expression of the daughter’s reciprocation towards her ever-protective father’s care and love. And with time, as they both grow older, it is the daughter who reciprocates and shows her protective and caring side to her father. Through the idea of reverse parenting, we wanted to show that parents expect only love and need nothing more from their children. I am confident that consumers will find this film endearing and relatable.”

  • SBI Life’s #PapaHainNa campaign shines at LIMRA & LOMA 2016

    SBI Life’s #PapaHainNa campaign shines at LIMRA & LOMA 2016

    MUMBAI: SBI Life’s #PapaHainNa Social Media Campaign bagged LIMRA & LOMA 2016 Social Media Silver Bowl Award for Best Use of Social outside US. The idea was conceptualized and co-created by SBI Life and their media agency Mindshare India, a part of GroupM. This is an award by the world renowned organization, LIMRA, which is known for its research, learning and development initiatives in the Insurance industry across the world. SBI Life and Mindshare India overcame competition from six countries to achieve this win.

    SBI Life’s #PapaHaiNa campaign has showcased excellent use of Social Media to engage their customers in an emotional manner. The campaign is an emotional ballad, in the form of a music video, celebrating the Father – Child relationship, on which the company’s overall communication also focuses. The video was launched on the SBI Life’s YouTube channel along with SBI Life’s Facebook page and Twitter handle. The video received over 1.2 Million views on YouTube and had over 7,150 interactions on Facebook. The song was well received by the audience on social media and had garnered more than 30.5 million impressions and more than 2,912 conversations on twitter, which also led to it trending nationally.

    On the occasion of Father’s Day, 21st June 2015, through the campaign, audiences were encouraged to participate by sharing their treasured moments with their Dad using the hashtag #PapaHainNa. The contest received over 125 entries. The selected entries were then featured in the video created using content received during the campaign and was launched on SBI Life`s YouTube channel and Facebook page on Father’s Day.

    Speaking on the occasion SBI Life Insurance MD and CEO Arijit Basu said, “As a brand we believe in building a strong bond with our customers. A special day like Father’s Day helps remind everyone of the sacrifices that our parents made for us, and the #PapaHainNa campaign was a way to articulate our gratitude towards them. We are highly honored with this recognition and equally proud of the well-executed campaign that rightfully leveraged the brands messaging and engaged the consumers on various social media platforms.”

    Expressing his delight, Mindshare South Asia CEO Prasanth Kumar said ‘’Winning this award is like adding another feather into our hat. These awards showcase the development we have made in the International market. It is a proud moment for me as it proves how our teams’ efforts have exponentially grown on such a large forefront. We shall keep striving to one up our current level of performance, so as to cease more opportunities and wins such as these. ‘’

    SBI Life head brand and corporate communication Ravindra Sharma said, “It is truly a matter of honor for us that we have received this coveted award. The award further validates the success of this campaign in connecting to our customers and giving them a platform to express their emotions via social media. SBI Life’s continuous thrive to reach out to our customers and giving them the moments to cherish and celebrate life will definitely lead to many such awards in the coming days as well.”

    LIMRA is the trusted source of industry knowledge for over 850 financial services firms. LOMA is committed to business partnerships with over 1,200 world-wide members in the insurance and financial services industry. The 2016 awards program categories recognized how social media is being used to educate consumers, recruit employees; showcase how companies are integrating social media initiatives to support campaigns. The awards recognize those who are adopting the growing list of new platforms and advance ‘social good’ through their programs.

    For the awards, thirty-six companies submitted 57 entries for consideration this year. LIMRA and LOMA enlisted 41 financial services executives and social media subject experts to judge the submissions. This win signifies how Mindshare and SBI Life are working together to utilize the social media platforms effectively to engage with consumers and meet their business goals.

  • SBI Life’s #PapaHainNa campaign shines at LIMRA & LOMA 2016

    SBI Life’s #PapaHainNa campaign shines at LIMRA & LOMA 2016

    MUMBAI: SBI Life’s #PapaHainNa Social Media Campaign bagged LIMRA & LOMA 2016 Social Media Silver Bowl Award for Best Use of Social outside US. The idea was conceptualized and co-created by SBI Life and their media agency Mindshare India, a part of GroupM. This is an award by the world renowned organization, LIMRA, which is known for its research, learning and development initiatives in the Insurance industry across the world. SBI Life and Mindshare India overcame competition from six countries to achieve this win.

    SBI Life’s #PapaHaiNa campaign has showcased excellent use of Social Media to engage their customers in an emotional manner. The campaign is an emotional ballad, in the form of a music video, celebrating the Father – Child relationship, on which the company’s overall communication also focuses. The video was launched on the SBI Life’s YouTube channel along with SBI Life’s Facebook page and Twitter handle. The video received over 1.2 Million views on YouTube and had over 7,150 interactions on Facebook. The song was well received by the audience on social media and had garnered more than 30.5 million impressions and more than 2,912 conversations on twitter, which also led to it trending nationally.

    On the occasion of Father’s Day, 21st June 2015, through the campaign, audiences were encouraged to participate by sharing their treasured moments with their Dad using the hashtag #PapaHainNa. The contest received over 125 entries. The selected entries were then featured in the video created using content received during the campaign and was launched on SBI Life`s YouTube channel and Facebook page on Father’s Day.

    Speaking on the occasion SBI Life Insurance MD and CEO Arijit Basu said, “As a brand we believe in building a strong bond with our customers. A special day like Father’s Day helps remind everyone of the sacrifices that our parents made for us, and the #PapaHainNa campaign was a way to articulate our gratitude towards them. We are highly honored with this recognition and equally proud of the well-executed campaign that rightfully leveraged the brands messaging and engaged the consumers on various social media platforms.”

    Expressing his delight, Mindshare South Asia CEO Prasanth Kumar said ‘’Winning this award is like adding another feather into our hat. These awards showcase the development we have made in the International market. It is a proud moment for me as it proves how our teams’ efforts have exponentially grown on such a large forefront. We shall keep striving to one up our current level of performance, so as to cease more opportunities and wins such as these. ‘’

    SBI Life head brand and corporate communication Ravindra Sharma said, “It is truly a matter of honor for us that we have received this coveted award. The award further validates the success of this campaign in connecting to our customers and giving them a platform to express their emotions via social media. SBI Life’s continuous thrive to reach out to our customers and giving them the moments to cherish and celebrate life will definitely lead to many such awards in the coming days as well.”

    LIMRA is the trusted source of industry knowledge for over 850 financial services firms. LOMA is committed to business partnerships with over 1,200 world-wide members in the insurance and financial services industry. The 2016 awards program categories recognized how social media is being used to educate consumers, recruit employees; showcase how companies are integrating social media initiatives to support campaigns. The awards recognize those who are adopting the growing list of new platforms and advance ‘social good’ through their programs.

    For the awards, thirty-six companies submitted 57 entries for consideration this year. LIMRA and LOMA enlisted 41 financial services executives and social media subject experts to judge the submissions. This win signifies how Mindshare and SBI Life are working together to utilize the social media platforms effectively to engage with consumers and meet their business goals.