Insurance company launches customer education campaign

Written By Unknown on Sabtu, 29 Desember 2012 | 22.23

MUMBAI: Intensifying its customer educational efforts, an insurance major has launched a multi-media educational advertising campaign. The consumer friendly campaign is launched by SBI Life to ensure through seven short audio visuals on television that society understands the need to pay attention to a few basics before buying any life insurance product.

Chandramohan Mehra, Head, Brand and Cross Sell, SBI Life said, "Indian consumers demonstrate evolution and high level of detailing when in shopping mode for other product categories. Unfortunately, there is high inertia towards understanding a few basics before subscribing to a life insurance product. Educating the prospective buyers of life insurance, the communication strengthens their trust in the brand as a category leader."

The educational initiative has been taken forward across social media platforms, SBI Life's Facebook Fan Page 'Celebrate Life', Twitter and YouTube. The Virtual CrossWords, E-life insurance dictionary, website in nine Indian Languages, Insurance Educational Points at branches, are all part of integrated communication efforts rolled out recently. The communication plan is to extend these initiatives in high traffic shopping malls, so as to bring alive the educational message when the customer is in the midst of their shopping experience for other products.

The brand has been rated as the "Most Trusted Private Life Insurance Brand, 2012" as per the latest ET-Nielsen Most Trusted Brand Survey.

SBI Life Insurance is a joint venture between State Bank of India and BNP Paribas Cardif. SBI owns 74% of the total capital and BNP Paribas Cardif the remaining 26%. SBI Life Insurance has an authorized capital of Rs. 2,000 crore and a paid up capital of Rs 1,000 crores. State Bank of India is among the largest banking franchise in India.

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