National, 12th April 2022: To cater to the changing consumer mindset and engage users to garner longer brand recall, SBI Life Insurance collaborated with Inshorts, India’s #1 English news app, for the brand’s new ad campaign-‘Apne Liye, Apno Ke Liye’. SBI Life’s new brand campaign aims to symbolize individualism and help its customers to strike a balance between their aspirations and familial responsibilities without compromising either. This out-of-the-box campaign interacted with consumers of Inshorts with a compelling personality quiz that received an impressive engagement rate of 13% and reached over 1.7 million unique viewers.
Speaking about the collaborative campaign, Piyush Thakur, National Sales Head at Inshorts, said, “With changing times, especially over the past two years, consumer preferences have significantly evolved. Decreasing attention spans and the vastness of available information make it very difficult for a brand to hold a user’s attention. This interesting personality quiz not only helped SBI Life to engage our users but also educate them on the brand’s new philosophy. The campaign was non-intrusive and highly interactive to keep the users engaged. We are honored to have associated with SBI Life to reach out to its target audience unconventionally and exclusively while instilling excitement for its new tagline.”
As a part of the personality quiz, users were intrigued with the first card of the campaign itself that allowed an individual to know his/her personality type. The quiz further consisted of three questions where the users had to choose between their wants such as buying their dream bike, taking solo trips, ordering a meal for themselves or their family’s needs like investing in a family car, taking a family vacation, ordering a family combo meal, etc. While the quiz revealed their respective personality types depending on their responses, the main aim of the ad was to help users realize that they need not choose one, and with SBI Life’s new offering, they can pursue their dreams as well as secure the needs of their loved ones.
Demo Link of the advertisement on the app- https://inshorts.com/card/view/75ce236b-0e4e-4e2b-b3da-07f33ff1e4fa
Speaking about partnering with Inshorts, Ravindra Sharma, Chief of Brand, Corporate Communication and CSR, SBI Life Insurance said, “For years we have been taught that one needs to sacrifice their dreams and put their family’s needs first. With our new approach, we wanted to focus on the new trends emerging in the country and communicate to the audience that, when it comes to one’s aspirations and familial needs, neither has to be sacrificed for the other. Hence, ‘Apne liye, Apno ke liye’. We wanted to partner with a platform with a vibrant and aspiring user base, and Inshorts was our immediate choice. We are extremely happy with the way our campaign turned out and we look forward to partner with them again for our future campaigns.”
Commenting on the conceptualization of the overall campaign Shanu Jain, AVP- Media Planning & Strategy, WATConsult said, “Inshorts has always been helping us build higher engagement with Rich Media creatives capabilities they bring on the table. SBI Life campaign was one such campaign where we asked various questions around the brand’s core communication ‘Apne liye, apno ke liye’’ to better customize our communication for the consumers“
In the past Inshorts has collaborated with more than 1000+ leading brands like Mahindra, Samsung, GSK, Dell, Volkswagen, Amazon Prime Video, Netflix, Royal Enfield, Mercedes, BMW, and many more and helped them to achieve industry-best results through the unique ad formats. Armed with strong user behavior insights and ad tech innovation along with creativity, Inshorts has carved a niche for itself in the digital advertising space with thumb-stopping ad formats like Motion Story, Digital Magazine, video story, and gesture-controlled ads.
