Mumbai: In a rapidly evolving India where aspirations are rising across age groups and geographies, SBI Life Insurance has launched a new brand campaign that places ambition and responsibility at the heart of its narrative.
Ravindra Sharma, Chief of Brand, Corporate Communications & CSR at SBI Life, said the campaign is built on a fundamental insight: individuals pursue dreams more confidently when the promises made to their loved ones are secure. The new television commercials bring this thought to life, showing how financial protection empowers people to choose new career paths, support their children’s ambitions, or build something of their own—without compromise.
Deeply rooted in the brand philosophy of “Apne Liye, Apno Ke Liye,” the campaign positions life insurance not merely as a financial product, but as an enabler of life choices. Through relatable storytelling and emotionally resonant narratives, SBI Life aims to present itself as a trusted partner that safeguards both ambition and responsibility.
In conversation with Ravindra Sharma, Chief – Brand, Corporate Communications & CSR, SBI Life Insurance
Q: What is the underlying thought behind SBI Life Insurance’s new brand campaign and TVCs?
Ravindra Sharma:
In a rapidly evolving India, aspirations are rising across age groups and geographies. However, financial responsibilities—especially towards family—continue to guide life decisions. Our new campaign is built on a simple but powerful insight: people feel truly confident pursuing their ambitions when the promises they’ve made to their loved ones are secure.
The TVCs bring this idea alive by showing how financial protection empowers individuals to act boldly on their iraade. Whether it’s choosing a new career path, supporting a child’s dream, or building something of one’s own, assurance enables freedom. This thinking aligns deeply with our philosophy of “Apne Liye, Apno Ke Liye.” Life insurance is not just a financial product—it is an enabler of life choices. By safeguarding loved ones’ futures, aspirations and responsibilities can coexist.
Q: Why were Rishabh Pant and Ravindra Jadeja chosen as SBI Life’s first brand ambassadors? Who do ‘Jolly & Polly’ represent?
Ravindra Sharma:
Today’s consumers are aspirational and confident, yet equally mindful of their responsibilities. Decisions are shaped by a balance between ambition and accountability. This mindset guided our choice of ambassadors.
We brought on board Rishabh Pant and Ravindra Jadeja not as conventional celebrity endorsers, but as symbolic representations of two complementary approaches to life.
‘Jolly’, portrayed by Rishabh Pant, embodies optimism, instinct and the courage to live fully. He represents the voice that says planning doesn’t restrict freedom—it protects it. ‘Polly’, personified by Ravindra Jadeja, stands for composure, foresight and long-term thinking. Together, they mirror the inner conversations in Indian households—balancing the desire to move forward with the responsibility of caring for loved ones.
Their role is to normalize life insurance as an empowering decision that enables progress.
Q: How does this campaign connect with younger audiences?
Ravindra Sharma:
Young India today is ambitious, informed and eager to make independent choices. At the same time, they are increasingly conscious of family responsibilities and long-term financial security. They are not avoiding responsibility—they are looking to balance it with personal passion.
Our campaign reflects everyday situations such as career shifts and life choices that require both courage and caution. Instead of financial jargon, we show how protection quietly builds confidence. For first-time policyholders, the message is clear: planning early is not about limiting choices—it’s about empowerment. Securing your loved ones gives you the clarity and confidence to pursue your dreams wholeheartedly.
Q: What will SBI Life’s brand focus be going forward?
Ravindra Sharma:
Going ahead, SBI Life will continue strengthening its role as an enabler of aspirations. We want to reinforce the idea that financial assurance empowers individuals to pursue life confidently.
Building on “Apne Liye, Apno Ke Liye,” we will create culturally relevant narratives, deepen emotional connections, and make financial protection simpler and more accessible across life stages and geographies. We will also leverage innovation, digital engagement and customer-centric solutions to meet the needs of a new, aspirational India.
In short, we want to be the aspiration engine of India—fueling progress, one individual and one household at a time.
