Mumbai: Leading private life insurance company SBI Life has launched a compelling new offering to help customers prepare in case of a cancer diagnosis. Aptly named ‘Sampoorn Cancer Suraksha’, SBI Life is empowering consumers with the financial stability needed to overcome high treatment costs associated with cancer, through this product.
Whatever insurmountable odds life may throw at one, it becomes easier to beat them when one is prepared for them. And this is exactly the case with cancer, too. More often than not, it is the shortage of funds that lowers the chances of a patient’s chances of a full recovery. That cancer is a physically and mentally treacherous malady is common knowledge, but adequate, timely financial help can go a long way in its successful treatment.
SBI Life wants to bring alive this truth through its new campaign ‘Hain Taiyyar Hum’. The platform showcases regular people who have overcome almost insurmountable odds in their respective lives by the sheer virtue of being prepared for them. An integrated campaign, created by Leo Burnett Orchard, further brings Sampoorn Cancer Suraksha’s proposition to life. A TV commercial is already on air, while a three-part web series will be launched shortly.
Speaking about the new offering and ‘Hain Taiyyar Hum’, Ravindra Sharma, SVP & Chief – Brand & Corporate Communication, SBI Life said, “When one talks about cancer, we hear about the emotional and physical struggle one goes through and the mental strength required to fight it. What one does not speak about is the financial preparedness which plays a crucial role in the fight against cancer. With the launch of ‘Hain Taiyaar Hum’ campaign, the idea was to reflect the thought of being prepared, if need arises, to battle the disease by engaging consumers on an emotional platform. Real life scenarios helped us to connect emotionally with the audience which in turn brought out the message of financial preparedness very clearly.
The webisodes interestingly tell the story of a women preparing for a challenging bike trip to Ladakh, a boxer on her prep routine before a match, and a saree weaver, who methodically, patiently weaves the iconic paithani saree, day after day.
Speaking about what went into ‘Hain Taiyyar Hum’ from a creative perspective, Amod Dani, Executive Creative Director, Leo Burnett Orchard said: “This is a campaign that is very close to us. We understand that cancer does not just affect an individual but the entire family at large. It can be quite depressing and people often lose hope. This is exactly why we wanted to create a positive, inspirational narrative focussing on the ability to survive and overcome this challenge. Data tells us that people who have beaten the disease are the ones who have prepared for it or have had the financial might to fight it. Our #HainTaiyyarHum campaign stresses eloquently on the merits of preparation. How being prepared is the key to overcoming any and all challenges. Taking the vignettes from across the lives of different individuals we crafted a poetic narrative that showcased the preparation stories of real people through film and webisodes.”
Creative Agency: Leo Burnett Orchard
Chief Operating Officer: Mahuya Chaturvedi
Executive Creative Director: Amod Dani
Vice President and Branch Head, Mumbai: Sharmine Panthaky
Planning Team: Amritraj Thakur, Vineet Singh
Creative Team: Amod Dani, Amol Mestry, Tanuj Khanna, Mayank Trivedi, Bhakti Vichare, Swapnil Patil
Account Management: Ravi Adhikari, Aadil Malkani
Production House: Off Road Films
Director: Abhijit Sudhakar
Executive Producer: Khalil Bachoali
Producer: Fahad Pathan
Music: Aman Pant
Exposure: TV, Digital