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Connect with the cuppa: SBI Life Insurance shows how

By M4G Bureau - November 19, 2018

As part of the ‘Main se Hum’ campaign, branding has been done in 8 lakh tea cups distributed among 75 leading corporate houses

SBI Life Insurance has collaborated with advertising start-up CupShup for branding on tea/coffee cups, as part of a new consumer connect strategy.

CupShup is known for its innovative use of tea and coffee cups as branding platforms and this on-ground extension of SBI Life’s ‘Main se Hum’ campaign is aimed at creating an unobtrusive brand presence during consumer tea breaks.

SBI Life’s 360° campaign targets today’s consumer across multiple platforms through conventional marketing media such as TV, print, outdoor, along with digital and social media.
Eight lakh cups are being distributed among 75 leading corporate houses through this promotion which has been live since October 2018. The cups carry simple illustrations depicting the message ‘Main se hum ka kadam' communicating the services that individuals can opt for themselves or their family.
Commenting on the collaboration, Ravindra Sharma, Chief of Brand & Corporate Communication, SBI Life Insurance Company Ltd., said, “Conversations over a cup of tea have a lot of cultural overtones in our social set-up, we are most close to people which whom we take our tea breaks and speak out the heartfelt. We found this opportunity to capture attention over the tea break most apt to share the message of ‘Main Se Hum’, which is about taking on the happy responsibilities for our loved ones.”

He further added, “The challenge to connect with today’s consumer is to device strategies which are not intrusive and yet are powerful enough to capture their mind-space. In that context, the association with CupShup works as a fitting extension for ‘Main Se Hum’, as it places the brand literally in the hands of our consumers without interrupting their routine. We hope to leverage the social beverage of India to encourage today’s consumer to take on insurance as happy responsibility.”
Adding further, Sidharth Singh, Co-Founder, CupShup said, “We are extremely glad to tie up with SBI Life for this campaign. The beauty of paper cup marketing is that it is targeted and takes the brand to the right hands, literally! Having tea is an emotion for Indians and the paper tea cup is a part of their life everywhere they go. Tea drinking is a social habit that triggers discussion and engagement. With paper cup branding, relationship building is easier and that is also the idea behind SBI Life’s ‘Main se Hum’ campaign.”
Along with Paper cups branding, CupShup will also conduct corporate activation for SBI Life taking the brand right inside the corporate premise to engage with employees and generate leads.


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