SBI Life’s new brand line, ‘Apne Liye, Apno Ke Liye,’ demonstrates the company’s goal of allowing people to pursue their own ‘wants’ while also meeting the ‘needs’ of their loved ones.
The COVID pandemic has changed how people think about getting insurance.It has evolved from a’security supplier’ to a ‘enabler’ to help them achieve their goals and ensure their family’s financial future.
SBI Life Insurance has reinvented its ‘brand identity,’ conveying the business’s underlying value of ‘Independence in thinking,’ in response to shifting consumer attitudes. “Brand SBI Life is not restricted to a redesigned identity or a TVC,” Ravindra Sharma, chief of brand, corporate communication, and CSR, SBI Life, stated.
It is, at its core, a comprehensive belief system that we all adhere to.It’s an experience that our clients and partners will remember.
Our intensive study, which included countless meetings with customers, business partners, employees, and other stakeholders, has shown a new India that is becoming increasingly independent.
Insurance, in this new India, is expected to be an aid in the achievement of personal objectives, much beyond its traditional position as a financial tool.” “We’ve done a comprehensive rebranding process to align SBI Life’s brand journey with the shifting consumer mindset in the new India.”
We envision SBI Life as a ‘enabler’ for consumers to pursue their own personal goals while also caring for the needs of their loved ones.
Our anchor for all of our actions, behaviour, and communication with our stakeholders is the brand’s core, which is ‘Independence in thinking.’
We hope to address the needs of our customers and drive the aspirations of the new India with the redefined brand SBI Life.” SBI Life has also renamed its brand ‘Apne Liye, Apno Ke Liye,’ emphasising its goal of allowing people to pursue their own ‘wants’ while simultaneously meeting the ‘needs’ of their loved ones.
Previously, the brand slogan was “With Us, You’re Sure.” SBI Life has also revamped the brand assets in collaboration with brand consultancy firm ‘Chlorophyll,’ integrating the strong lineage of the parent brand identity with a modern wordmark ‘Life.’
The new brand represents individualism and allows people to create a balance between their own desires and the necessities of their families, which is ideal for today’s customer.
This rebuilt ‘brand identity’ includes a lively colour scheme and fonts, an inspirational brand line, and a bold ‘L’ shaped brand device that stands for both ‘Life insurance’ and ‘Liberation.’
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