Rediffusion wins creative mandate for SBI General Insurance

SBI General Insurance appoints Rediffusion for its creative duties. The brand aims to play a meaningful role in the post-COVID-19 world for people and Rediffusion will partner SBI General Insurance for the purpose.

SBI General Insurance has assigned its creative duties to Rediffusion. The brand offers a range of insurance products and services, in the retail and commercial space.

On the partnership, Shefali Khalsa, Head- Brand, Corporate Communication & Website Sales, SBI General Insurance, said, “The brand affinity for SBI General is high amongst Indians. Completing a decade of operations in the industry, we believe it is the right time to re-focus on the brand identity and align with our digital-focused infrastructure & outlook.

Basis a defined brief, backed by detailed research, Rediffusion came up with a beautiful concept that resonated with our brand and was the best, of a good lot of pitch presentations. We are glad to have  such an expert team on board, backed by strong leadership, to manage this brand exercise from planning to execution."

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Navonil Chatterjee, Jt. President & Chief Strategy Officer, Rediffusion Brand Solutions on the appointment said, "Winning SBI General Insurance is a triple treat for us! Firstly, General Insurance is a severely under-penetrated category in India, which makes it a planner's delight. The barriers to adoption are many and it is something that is sold and not bought. Eventually when one buys, it is still a grudge purchase. It's perceived as a waste of hard-earned money that is going to go needlessly down the drain because nothing bad will ever happen to me and my valuable things! We not only have the challenging task of building the brand, but also the formidable onus of growing the category.

Besides, while SBI is the leader in banking, with SBI General Insurance, there is a 'try harder' element. Finally, in a post-COVID-19 world where fear is the key and insecurities are bound to grow, the brand, with its huge 'trust deposit' may have a very meaningful role to play in the consumers' lives". 

Rahul Jauhari, Jt. President & Chief Creative Officer, Rediffusion Brand Solutions on the appointment said, "SBI General Insurance combines the maturity and wisdom of SBI with the agility and energy of a young industry player. Their passion is infectious and we look forward to working with them in this exciting space."