Campaign Face off: SBI Life Insurance v/s Exide Life Insurance

Sneha Yadav
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Children's Day campaigns

Between SBI Life Insurance's 'Dil Bachcha Toh Sab Accha’ and Exide Life Insurance's 'The Voice of Children' which campaign rekindles the joy and rings in the right note? Experts share their thoughts. 

This Children’s Day, two BFSI brands - SBI Life Insurance and Exide Life Insurance weaved two interesting and inspiring tales of struggle and progressive thoughts albeit with different thought processes. While both the campaigns have taken the causevertising route, it remains to be seen which strike steh right chord.

SBI Life Insurance ‘Real Life Real Story- Dil Bachcha Toh Sab Accha’

SBI Life Insurance and WATConsult launched the 'Real Life Real Story' of Maneka Stephen from Parikrma Humanity Foundation. Combating all the hurdles that life gave her, she stood tall and now is passionately working towards not letting many go through the same struggle. She loves getting a smile on innocent faces, teaching an important life lesson of keeping the child in you alive.

Exide Life Insurance ‘Voice of Children’

Observing safety awareness week labeled Helmet Saves Children Week from 14th - 20th November, Exide Life Insurance aimed to highlight the urgent need to address the safety of children pillion riders. Coinciding with Children’s Day, a catchy rap song video, ‘">The Voice of Children’, was launched by the company on their social media channels.

The flash-mob-style rap-video, The Voice of Children, conveys a strong message while keeping the audience entertained. The song, produced in Hinglish (English along with Hindi) aims to not only capture the attention of the adults but also educates children on the importance of being protected.

Social Media Buzz

While the SBI Life Insurance campaign raked hit 2 million views on Youtube, Exide' 'The Voice Of Children' has raked in 642k views so far.

Exide Life Insurance on the sidelines of Child Road Safety Awareness Week posted a social media challenge named #HelmetSaves Dance Challenge for kids garnering huge attention.

Also Read: Campaign Face Off: Oppo’s #BestDiwaliGift v/s Vivo’s #PhotoOfYourLife

The brand also leveraged its brand ambassador and ace cricketer MS Dhoni to take the cause forward.

Meanwhile, SBI Life Insurance raked in 25k reactions on Facebook and more than 1.5k shares.

SBI celebrated Children's Day with kids and their parents real time, also organizing on-field activities under their #MainSeHum initiative.

Expert Views:

Sunitha Natarajan, Senior Social Media Specialist, Social Panga

While both the campaigns had their own strong points and appeal, between Exide life insurance and SBI life insurance, for me personally, Exide stood out more with their Children's day campaign. The brand perfectly nailed the communication with a catchy rap song that aims at bringing awareness to both adults as well as children. There are not many campaigns out there which in particular addresses road safety for children. 'Helmet saves' is already a known CSR campaign run by Exide life insurance and the fact that they were able to cleverly expand that communication to this vertical is a very smart move by the brand.

SBI life insurance did a good job too. But it fails to make an impact with just one story. Would have loved to see a series of stories come out through their campaign.

Bishal Paul, CEO, Little Monk Digital

The SBI Life Insurance campaign wins over Exide Life Insurance for the simple reason that while the former is more inspirational, the latter is a bit gimmicky. The SBI campaign is high on emotional & motivational content which connects instantly with the masses and forces them to pay attention. While the Exide campaign faces the threat of losing attention in the first 30 secs. Something that inspires and engages the consumer emotionally always connects better and work wonders for the campaign as well as the product. So my vote goes to the SBI Life Insurance campaign video.

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