Disney+ Hotstar’s long-form ad format enabled uninterrupted storytelling for SBI Life’s Father’s Day campaign
Historically, Indians have shied away from buying life insurance. Compared to the world average of 3.35% life insurance penetration in 2019, India stands at 2.82%, according to a report by Livemint [1]. The report suggests, however, that with the economic uncertainties brought on by the pandemic, consumers have now readily sought protection offered by insurance policies. They are now making a more conscious choice to secure themselves and their loved ones.
Being contextual and consistent
Like each year, SBI Life was looking to connect with its audience with a contextual, story-led campaign for Father’s Day. The brand has owned the #PapaHainNa digital property since 2015, with campaigns that integrate financial protection through insurance and the emotional bond of fatherhood. Over the last six years, the brand has garnered a deeper connection with its customers through storytelling that is extremely contextual.
Engaging through effective storytelling
SBI Life believes that a good story shouldn’t be bound by time. Like each year, the brand conceptualised a campaign commemorating this year’s Father’s Day. The 4-minute narrative needed a brand-safe environment to enable effective message delivery while safeguarding its painstakingly built identity. As India’s leading storyteller, Disney+ Hotstar emerged as the platform of choice for SBI Life.
The online streaming platform delivered a trio of benefits perfectly suited for the brand’s #PapaHaiNa campaign:
- Disney+ Hotstar’s long-form ad format enabled uninterrupted storytelling for the 4-minute narrative
- The brand built resonance with its desired audience by targeting viewers on the basis of age and gender
- With the presence of only curated content on the platform, SBI Life could narrate its campaign story in a brand-safe environment
Speaking about the partnership with Disney+ Hotstar, Mr Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life said, “The soul of any campaign lies in the story it is trying to tell. SBI Life has owned the fatherhood space through #PapaHainNa property since 2015, by narrating relevant stories, which cut through the cultural nuances and showcase a father’s unspoken love. As a brand, we believe that when you have a strong story to tell, the duration should not matter. Hence, we were looking for a platform that offered uninterrupted storytelling, here Disney+ Hotstar was the ideal choice. SBI Life’s campaign achieved scale, reaching over 2 million people, with over 1 million viewing our 4-minute film till the end.”
Storytelling that paid off
Within a short span of four days since its launch, the campaign achieved remarkable success in meeting SBI Life’s objective of enhancing its reach, traction and a high view through.
As the data suggests, SBI Life’s Father’s Day ad resonated well with its audience, becoming the testimony of a successful collaboration between the brand and Disney+ Hotstar.
[1] https://www.livemint.com/insurance/shocked-by-covid-deaths-indians-rush-for-life-insurance-11623832428821.html
