4Ps Release :- Zindagi Hai Jeene Ke Liye

IIPM Best MBA Institute

BRAND : SBI Life
AGENCY : O&M
BASELINE : Zindagi Hai Jeene Ke Liye

DESCRIPTION: A man in an art-gallery is examining a vase. After gaping at it for a while, the vase falls and breaks and the man turns red. A voiceover then says: ‘On a few things, you don’t have any control, but you will definitely have control over an investment, especially SBI Insurance’s Unit Plus schemes which are according to your needs’.

4Ps TAKE: In an age of competitive banking, it’s very tough to rise above the clutter, ‘look’ different and manage to convey the brand proposition. This is what India’s largest bank tries to do in this one. The power idea is SBI Life Insurance’s recently launched Unit Plus plans where they advise customers to have control over their investments. The clinching benefit to the brand is the reliability and trust of the SBI brand name. Though the ad doesn’t stand out in its implementation (nothing too original about it), sheer simplicity makes it stand out.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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