The Hindu Business Line : Love's the theme for SBI Life's direct marketing activities

VALENTINE'S Day celebration in the thick of winter is truly avant-garde, and it is not a greeting card company but an insurance major that is toying with the idea.

SBI Life will roll out a host of direct marketing activities promoting pension funds next week, and the underlying message will be love.

The insurance major will send around 30,000 direct mailers across 32 cities. Each mailer has a card enclosed, which says `from your loving husband.' The proposition, however, is tactfully planted. The card is dated February 14, 2032.

"We wanted people to feel financially independent with our lifelong pensions, so much so that they could still afford to gift their loved ones on a Valentine's Day," said Mr Pradeep Pandey, Manager-Communications, SBI Life.

The direct mailers will initially be sent to select SBI policyholders who have not subscribed to the company's pension policies. The next phase will target potential non-SBI customers.

The company will also use multiplexes to promote the pension funds. It will hold an event at Fun Republic multiplex in Mumbai this weekend. The activity will include representatives asking the visitors about gifts they would give their wife when they would be sixty. The best answer wins.

"We decided to host events at multiplexes as they draw a lot of our target audience during weekends. Since these events are video recorded, the best answers will be screened during interval and will add to the excitement of multiplex entertainment," Mr Pandey said.

Incidentally, these promotions are targeted at the approaching season for insurance sales. January-March accounts for almost 50 per cent of the total sales of insurance products in a year.

SBI Life had released a corporate campaign to garner top-of-mind recall last March, tactically choosing to release product-specific advertisements such as lifelong pensions before the next season.

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