NEW DELHI: The financial services segment of which life insurance business is a key element is visibly taking steps to leverage the buoyancy in the economy and the relative increase in people’s disposable income and savings. SBI Life Insurance has sought to enhance its brand presence in the market that is on a definitive rebound by launching a three-month, 34-city outdoor campaign.

 

The insurance major has entrusted the outdoor campaign execution duties with MOMS, the outdoor arm of Madison. Chandramohan Mehra, head, brand and communications, SBI Life Insurance, told network2media that the campaign is directed toward enhancing SBI Life’s brand image among the large potential customer base in the promising markets. “The campaign would also serve as a reminder to those who know the brand,” he said, adding that “most people are generally not clear about insurance. Through this campaign we seek to clearly articulate about the different aspects of insurance.”

 

The campaign began on December 15. The three-month period is expected to be generated significant response as “ towards the end of a financial year business opportunities are quite huge. We want make sure that we have a large brand presence in this period,” Mehra said.

 

The campaign is underway in Mumbai, Bhopal, Indore and other cities across Maharashtra, Gujarat, Madhya Pradesh and Chattisgarh.  Apart from the major metros, SBI life is also targeting audience in tier two and tier three cities using the OOH route.

 

Talking about the campaign execution, Jayesh Yagnik, DGM, MOMS, said, “SBI Life Insurance wanted to build its brand equity and create a high brand recall in competitive markets through selective presence, so areas close to railway stations and market places have been chosen for the campaign.”

 

MOMS has executed the campaign only in the western and central regions. However, it will be taking the campaign to around 200 other towns in various other parts of the country. The properties deployed to execute the campaign include billboards, kiosks, bus shelters, gantries, public utilities and flyover panels.

 

 

 

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