Brief:
India, a country to the fastest growing population of 1.5 Billion, but slowest when it comes to insuring lives, with only 4% people holding life Insurance. SB life, India’s leading life insurance brand is committed to empowering individuals fulfill their dreams by helping them secure their financial future. However, the brand faced a formidable challenge ahead of them.
Challenge:
Encourage Indians to CONSIDER buying a Life Insurance Policy for themselves and their loved ones.
Idea:
To inculcate SAFETY as a habit on the road, SBI Life made Jaipur and Ahmedabad the priority markets given low category penetration and High Accident rates. While authorities have tightened Helmet-rules, leading to more riders wearing helmets, everyone seems to have IGNORED one important fact.
THE MOST IMPORTANT RIDER OF THE FAMILY, IS THE MOST IGNORED ONE’ i.e THE KID.
Our idea:
We introduced ‘LITTLE HELMETS’ for the MOST IGNORED RIDER that keeps the KID of the family safe.
Results:
• Reached 284 million across India
• 40% rise in search volume for helmets
• SBI Life Policy signups increased by 83%
• Partnered with Jaipur and Ahmedabad Traffic Police in the initiative