Mullen Lintas and Mindshare win SBI Life Insurance's biz

SBI Life Insurance appoints Mullen Lintas as creative agency and Mindshare as media agency.

SBI Life has appointed Mullen Lintas as their creative agency, and Mindshare as media agency, following a closely contested multi-agency pitch.

Expressing his delight, Amer Jaleel, chairman at Mullen Lintas, says, “The brand (SBI Life) has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with R Balki on the category and I am really excited for this new journey,”

Commenting on win, Prasanth Kumar, CEO, Mindshare, South Asia, MENA and Africa, states, “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand's success.”

In 2017-18, India’s domestic life insurance industry registered 10.99 per cent y-o-y growth for new business premium, generating a revenue of Rs 1.94 trillion (US$ 30.1 billion). With 57 players, the overall insurance sector in India is one of the most competitive globally. The need for brands to establish a differentiator and a deep emotional connect with consumers is ever so more, given the limited scope for product differentiation. In this context the roles of creative and media agencies are crucial for brands to reach out to the right target audience with the right message.

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Ravindra Sharma, SVP and chief of brand and corporate communication, SBI Life, says, “...As a brand SBI Life is building a culture to connect with consumers' emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas and Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board.”

He further adds, “We look forward to see both agencies jointly deliver on developing a unique refreshed communication for SBI Life, which will create a deeper emotional connect with our consumers.”

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