SBI Life has used the taglines of competitors in its Friendship Day campaign, and billed it as ‘a fresh approach by emphasising unity among competitor brands and promoting financial freedom for consumers’.
The film that is live on the brand’s digital channels is titled ‘Dosti ki jhappi’ and the catchy soundtrack is led by the brand’s own ‘Apne liye, Apno ke liye’ tagline.
The lyrics, which also play out as text on screen, feature ‘Sar utha ke jiyo’ (HDFC Life), ‘Life is full or certainties’ (IndiaFirst Life), ‘Har pal aap ke saath’ (LIC) and more lines from other insurance brands. The song is written around these taglines, while also highlighting the need to buy insurance.
Watch the film here:
“Departing from traditional brand messaging, the company fostered a deeper connection by highlighting their commitment to helping individuals achieve financial freedom by protecting themselves and their families with life insurance, thus forging a meaningful bond based on shared values and aspirations,” informed a press statement on the campaign.
It is not clear if SBI Life secured permissions from the brands whose taglines have been used.
They were however tagged on SBI Life’s posts on the campaign.
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