SBI promotes its new brand identity through new ad campaign

SBI Life Insurance has launched its reinvented brand identity. This new brand identity reflects evolving customer attitudes.

Background of SBI’s new ad campaign

SBI Life Insurance’s key principle, ‘Independence in thinking is reflected in the new identity. SBI Life’s brand line has also been renamed ‘Apne Liye, Apno Ke Liye.’ This highlights the insurers’ desire to allow consumers to explore their own ‘wants’ while simultaneously protecting the ‘needs’ of their loved ones. In addition, its brand assets have been revamped to match the insurer’s identity. The parent brand’s lineage has been merged with the wordmark ‘Life.’

Table of content

• The rebranding campaign of SBI
• New advertisement of SBI Life
• Conclusion

The Rebranding campaign of SBI

On the rebranding project, Chlorophyll collaborated closely with SBI Life. Chlorophyll successfully understood the evolving social value system, as well as the resulting change in individual attitudes, and aligned the iconic brand SBI Life to meet and satisfy the changing ambitions of the new India.

SBI Life’s brand line has also been renamed ‘Apne Liye, Apno Ke Liye,’ which highlights the insurers’ unique endeavor to allow consumers to explore their own ‘wants’ while also protecting the ‘needs’ of their loved ones. SBI Life’s brand assets have also been redesigned to align with the insurer’s distinct identity, combining the parent brand’s strong lineage with a modern wordmark ‘Life.’

The new SBI Life brand represents individuality and helps people achieve a balance between their personal desires and the necessities of their families. This is ideal for today’s consumers. 

This re-imagined brand identity has a vivid color scheme and typefaces. It has a motivating brand line and a prominent ‘L’ shaped brand device that stands for both ‘Life insurance’ and ‘Liberation.’

New advertisement of SBI Life

This new brand identity has been developed in order to offer a rich multimodal experience for all stakeholders. This ultimately intensifies the entire brand experience. ‘BrandMusiq’ created the musical logo (MOGO), which is a wonderful symphony encapsulating current and forward-thinking sounds. 

SBI Life has also released a heartwarming digital film that shows how people are enjoying life in pursuit of their own goals without sacrificing family duties.

The digital movie captures the feelings of a young man who is approaching one of life’s most significant milestones: marriage. In the video, he discusses the seven vows he intends to take with his spouse. 

He also says that he intends to take care of himself in order to maintain his individualistic character. One of the vows says that he will share all of his possessions with his partner and that he will keep going after his dreams.

Conclusion

BrandMusiq is ecstatic to have established SBI Life’s sound identity. Sonic branding gives an emotive depth to a brand’s identity in this transactional digital era. This results in a stronger connection with the target audience. 

SBI Life wanted to convey its compassionate grasp of the customer’s life cycle while also portraying itself as a cutting-edge, forward-thinking brand. They have produced a warm, hummable tune and enriched it with instrumentation that conveys the brand’s current digital persona.

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