• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Nirmal D. Menon

Mumbai , May 27

IF insurance companies adopting contemporary advertising on TV are passé, then SBI Life's latest campaign to reach its target audience by sponsoring B.R. Chopra's hit movie `Baghban' to be aired on Sony channel comes across as a novel way of selling life insurance products.

Speaking to Business Line, Mr Murlidharan, CMO, SBI Life, said, "We intend to use Amitabh Bachhan-starrer Baghban, a movie that depicts insecurity of parents post retirement, as a premise to promote self reliance and the need to secure the future through pension plans."

The movie Baghban hovers around the plight of Raj Malhotra (Amitabh Bachhan) and his wife after retirement, where their four children forsake them at the sunset of their life.

The campaign will include a contest titled `Baghban Surakshit Bhavishya contest' to be aired on Sunday along with the movie. It will be propped up with 50 promotional spots of 20 seconds each broadcasted from May 27 to May 30.

According to Mr Pradeep Pandey, Manager-Communications, SBI Life, the contest will include three questions and is tailored to evoke empathy towards insecurity among aging parents after retirement.

One of the questions would be `where did Raj Malhotra (Amitabh Bachhan) invest in' and the three optional responses would be stocks, insurance or their children.

Baghban being a complete family movie is bound to have a wide viewership and sponsoring this movie will enable us to reach a large audience of around 48 lakh people aged 25+ from SEC A, B, a fairly large fraction of the insurable population, Mr Murlidharan added.

More Stories on : Promotions & Offers | Life Insurance | Radio/TV

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Boots Piramal working to retain visibility

Copyright © 2004, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line