Insurance Awareness Program. 1 st Quarter FY Report. SBI Life Insurance Company Limited

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1 Insurance Awareness Program 1 st Quarter FY Report SBI Life Insurance Company Limited 1

2 INDEX Introduction... 4 Puducherry... 4 Tripura... 4 Mizoram... 5 Puducherry Campaign... 6 A) First Quarter Plan... 6 Approach... 6 Event Theme... 7 B) Initiatives taken in the First Quarter of FY Phase 1: Insurance Awareness Centers... 8 Insurance Awareness Center Images Phase 2: Virtual Art Festival Virtual Art Festival Images Tripura Campaign A) First Quarter Plan Approach Event Theme B) Initiatives taken in the First Quarter of FY ) Cultural Market Street Festival Cultural Market Street Festival Images ) Insurance Awareness Centers Insurance Awareness Centers Images

3 Mizoram Campaign A) First Quarter Plan B) Initiatives taken in the First Quarter of FY ) Insurance Awareness AV on local Cable TV ) Outdoor Hoarding Campaign Benefit of the Campaign Annexures

4 INTRODUCTION SBI Life initiated its Insurance Awareness activities for the first quarter of FY in Puducherry, Tripura and Mizoram. An assessment study was conducted in Puducherry and Tripura to study the socio cultural, demographic & economic environment of the region. On the basis of which, a consumer outreach activity was initiated in an environment conducive to promulgate the importance of Life Insurance as a financial tool against financial risks arising due to unfortunate events in life. Puducherry Puducherry has a strong Tamil ethnic group. Like typical Tamilian societies in its neighboring state of Tamil Nadu, in Puducherry households, planning for the future is a remote concept. They have made good ground with savings but life insurance and the virtues of it continue to be oblivious to them. In Puducherry, women exercise significant decision making power within the society. The women play an active role in deciding family s wellbeing and have considerable influence on financial planning. The activities conducted in Puducherry have utilized this insight to the society to increase Life Insurance awareness. Tripura Tripura has a very literate and well-educated population, yet most of them have not invested in a Life Insurance policy. The life insurance penetration (0.63%) and life insurance density (Rs 381.7) of Tripura is below the national levels. 4

5 Agartala is the largest city in the state of Tripura & is also one of the fastest growing cities in India; this city alone accounts for more than 40 % of Tripura s population. Though, agriculture is the main occupation of Tripura, in cities likes Agartala, they form a major part of the workforce (27%) with considerable disposable income. The community represents a group for whom life insurance awareness is of utmost importance. Mizoram SBI Life had initiated its Insurance Awareness program in the financial year from the state of Mizoram. The company decided to continue its efforts in increasing Life Insurance awareness in the state for current financial year. For the first quarter of FY , the momentum of previous financial year s activities was sustained through above the line communication. Communication Message The insurance awareness messaging was kept consistent in all the communication across all regions. The communication focused on the following basic concepts of Life Insurance. 1) Why financial planning is important. 2) Importance of Life Insurance. 3) Life Insurance for securing financial requirement of children. 4) Appropriate amount of Life Insurance needed. 5) Factors affecting the insurance cover amount. 5

6 PUDUCHERRY PUDUCHERRY CAMPAIGN A) First Quarter Plan A comprehensive campaign was designed for Life Insurance Awareness during the first quarter for propagating the importance of financial planning and spreading insurance awareness in Puducherry. The primary task was to engage and involve local women who would in turn influence the primary bread earner at home on importance of investing in life insurance. Activities in this quarter were thus designed on creating awareness amongst women, the main influencers. Approach To reach out to women citing the importance of life insurance, a two phase approach was taken: Phase 1 Insurance Awareness Centers Super markets which were frequently visited by women were selected, to interact and share vital information on Life Insurance with them. Insurance Awareness centers were set up with trained people to discuss importance of financial planning and savings through life insurance. The insight was, women visiting super markets can be tapped there and opportunity utilized for spreading the message. 6

7 Phase 2 Virtual Art Festival A Virtual Art Festival was organized, to draw the attention of women and their families to an all day event of local and cultural significance and thereby creating an environment to impart knowledge on Life Insurance. The insight was that the Puducherry women are culturally rooted, with strong value system and they could be assembled in a place through an art festival and engaged to create life insurance awareness. Event Theme Life Insurance is not just a financial instrument, but also a healthy saving habit and when started early, creates prosperity and happiness. Our audience needed to understand this fundamental fact along with the other benefits of Life Insurance. Given this objective it was decided to call our event MANGLA ARAMBAM A Good Start which is created when you plan and invest early, especially in life insurance and enjoy a good life thereafter. Event Logo The Sun, Lotus & Family unite to convey a positive prosperous wellbeing & blooming of the family 7

8 Event Template The creative celebrates the art theme using and incorporating the traditional Kolam designs of Puducherry in the artwork. It is an amalgamation of the theme (art) and the elements that are popular among the people of Puducherry (in this case Kolam designs). B) Initiatives taken in the First Quarter of FY The following activities were conducted during the first quarter Sr. No. Activity 1 Insurance Awareness Centers 2 SBI Life Virtual Art Festival Phase 1: Insurance Awareness Centers Insurance Awareness Centers were setup at various super markets like Nilgiri Ellaipillaichavady, Nilgiri Rangapillai and Daily Needs, Moolakulam which 8

9 commanded better footfalls of women. Specially designed kiosks were set up to speak to the women who frequented these outlets. The locations selected allowed organized interaction with the target audience and befitted conversations on topics like financial planning and life insurance. Insurance awareness centers, was a six day activity spread over three locations and two weekends. It was conducted at city s super markets in various locations. As most Puducherry women are not forthcoming in a conversation on financial matters, it was decided to reach out to them when they are normally accompanied by their spouses to super markets - mainly on weekends. The kiosks were manned by special trained promoters by SBI Life training team. The promoters with a fluency in the local Tamil language were handpicked to effectively communicate Life Insurance concepts. i. Promoters primarily approached women, and also the males shoppers sensitizing them about the need to buy insurance ii. They distributed fliers which had the benefits of life insurance mentioned explicitly in it. Insurance Awareness Center Location and Dates: NilgiriEllaipillaichavady NilgiriRangapillai 16 th, 17 th, 18 th, 22 nd, 23 rd, 24 th June 16 th, 17 th, 18 th, 22 nd, 23 rd, 24 th June Daily Needs, Moolakulam 16 th, 17 th, 18 th 22 nd, 23 rd, 24 th June 9

10 Insurance Awareness Center Images 10

11 Phase 2: Virtual Art Festival The people of Puducherry are very culturally rooted. They have a strong base of art and craft passed down from generations. The analyses of assessment report revealed that the local people have high interest for their traditional arts and crafts events despite the fact that a host of activities and events held in Puducherry were famous for its western and modern culture. The need to stay in touch with their roots was yearned and sought after. The Virtual Art Festival was planned and organized, to create an environment for educating our target audience in concepts of Life Insurance as they participate in various art and craft activities. A local art festival rooted in traditional Tamil culture (as more than 90% of inhabitants were Tamilians), the festival brought together artists, musicians, handicrafts and other visual arts formats bringing alive the rich culture of Dravidian Tamil art that enchanted and awed the locals. The Virtual Art Festival was organized at the following location: Big Cinemas 11 th, 12 th & 13 th June 2015 Anna Thidal 14 th, 15 th & 16 th June 2015 a. Local artists and institutions were contacted to create visual art displays and engaging activities. 11

12 b. The Master of ceremony (MC) announced the benefits of purchasing Life Insurance throughout the event. c. A special Insurance Awareness animated Audio Video in Tamil was played in evening (attached). d. A Life Insurance education counter was setup to educate people. e. Promoters engaged the participants about Life Insurance and Financial Security at several points. The detailed information about the Virtual Art Festival is as follows: 1) Day 1 2) Day 2 3) Day 3 Display of SBI Life theme paintings Display of local art, pottery, wood carving work & paper jewelry Musical performance all day The Master of ceremony (MC) announced the benefits of purchasing Life Insurance throughout the event. MC playing games with audience on life insurance 1. Workshop with artists in afternoon (pre registered) C. Glass painting workshop D. Clay modeling workshop 2. Display of local art, pottery, wood carving work & paper jewelry 3. Musical performance all day 4. MC announcing & repeating importance of life insurance 5. MC playing games with audience on life insurance 1. Art Competition on Security theme among women 2. Graffiti wall art was created by participants depicting their sentiments on Life Insurance 12

13 3. Celebration through Rangoli competition 4. Display of local art, pottery, wood carving work & paper jewelry 5. Musical performance all day 6. MC announcing & repeating importance of life insurance 7. MC playing games with audience on life insurance Virtual Art Festival Images Entrance, Décor &Stage 13

14 Thematic paintings on Safety &Security 14

15 Graffiti Wall 15

16 Art Display Paper Jewelry 16

17 Art Display Wood Carving Art display - Pottery Rangoli Competition 17

18 Clay Modeling Workshop Glass Painting Workshop Audience 18

19 SBI Life Life Insurance Education Centre 19

20 Live Performance 20

21 TRIPURA TRIPURA CAMPAIGN A) First Quarter Plan The first quarter Insurance Awareness campaign for FY , in Tripura was planned to familiarize the locals with the importance of financial planning and spreading life insurance awareness. The primary task was to engage with locals especially, the retail merchants who form a major part of the urban workforce. The activities conducted aimed to reach out and engage retail merchants/traders and educate them on the importance of purchasing Life Insurance. Approach To reach out to our identified audience, various major markets places and streets were identified. The top four key trading streets of Agartala were shortlisted and overnight converted it in to a culturally vibrant street. The streets were cleaned up, beautified and a cultural event, (rich in Bengali as most of Tripura population are Bengalis) in local Tripura tradition, was organized. The transformed streets presented a unique environment to the retail merchants along with customers, which helped to utilize their attention to share the message of life insurance education with them. 21

22 Event Theme Su Probhatam - Dawn of Joy Su Probhatam, is a Bengali phrase for an auspicious start for a joyous and successful journey of Life. The philosophy of Su Probhatam resonates with that of a person investing in Life Insurance, which helps in experiencing a secured and prosperous life by mitigating financial risks. Event logo The Sun, lotus & family unite to convey a positive prosperous wellbeing & blooming of the family Event Template The creative celebrates the good start to a new beginning, with rich green pastures depicting money & the sun depicting the bright future. 22

23 B) Initiatives taken in the First Quarter of FY The following activities were conducted during the first quarter Sr. No. Activity 1 SBI Life Cultural Street Festival 2 Insurance Awareness Centers 1) Cultural Market Street Festival The Cultural Street Festival was conducted in four markets Batala Market, Gol Bazaar, Durga Choumuhani & Usha Bazaar which are amongst the busiest market places in Agartala. On the eve of festival a team of cleaners and decorators, beautified it and made it look vibrant festival. Specially designed flower pots were placed in the street to beautify the pavements. The Cultural Festival was divided into two sessions, Morning and Evening. The detailed event flow is as follows: The Morning Session i. The day started by greeting the office goers, retailer, etc. with morning raagas and live performance of Robindra Sangeet by a locally renowned singer. ii. Followed by MC announcements creating awareness about Life Insurance. The messaging included the following concepts: a. Why financial planning is important for all b. Importance of Life Insurance c. Types of Life Insurance policies d. Key important pointers while buying life insurance 23

24 iii. iv. Entertainment continued with performance by Anurag a local child drummer of national repute. A special cultural parade was organized with promoters sharing information about importance of life insurance. The parade comprised of the following in traditional costumes: a. Dhaki (Traditional Drummers) - 4 Artist b. Bihu troupe 2 Artist c. Manipuri troupe 2 Artist d. Bengali troupe 2 Artist e. Tribal troupe 2 Artist f. Four Promoters Evening Session i. Again from 3pm onwards, the MC started making announcements and welcoming the shop owners & workers back, supported with Anurag s performance. ii. One more round of cultural parade was organized. iii. Followed by the closing ceremony with evening ragas and live performance of Robindra Sangeet by the local artist. People Engagement: i. A pledge wall whose heading read Zindagi Haske Bitayenge was placed in the market area, where local businessmen and people were asked to sign and write what is important to them to live a life with happiness. 24

25 ii. Kiosks we stationed at key corners of the street manned by promoters who were trained appropriately by SBI Life training team. iii. The promoters were fluent in local Bengali language and could effectively communicate Life Insurance concepts as well. iv. Promoters approached shop owners, business men and also the male & female shoppers sensitizing them about the need to buy life insurance. Cultural Market Street Festival Images Kiosk 25

26 Specially Decorated Pots RobindraSangeet Pledge Wall 26

27 Entertainment Promoters interacting with shop owners 27

28 2) Insurance Awareness Centers Insurance awareness centers were setup in markets to cover the areas not covered by the Cultural Street Festival. Two additional market streets, the GB Hospital & Kerchoumuhani were identified for the activity. Special kiosks were setup to interact with the shop owners of local businesses & shoppers and information about importance of life insurance was provided to the target audience. Market kiosk activity locations, and Dates Market Name GB Hospital Date 5 th June Kerchoumuhani 8 th June Insurance Awareness Centers Images Kiosks 28

29 Promoter engagement with audience Promoters engaging with retail merchants 29

30 MIZORAM MIZORAM CAMPAIGN A) First Quarter Plan The first quarter communication plan envisioned to sustain the momentum from the activities conducted in the financial year The communication was focused on mass communication media to refresh and create recall of the basic importance of investing in Life Insurance. B) Initiatives taken in the First Quarter of FY The following activities were conducted during the first quarter Sr. No. Activity 1 Insurance Awareness AV on local Cable TV 2 Outdoor Hoarding Campaign The activities aimed to capture audience s attention in places where they spend time; Local cable TV for indoor touch point and hoarding for outdoors. 1) Insurance Awareness AV on local Cable TV The sixty second insurance awareness animated AV is being broadcasted during the prime time on Zonet Cable TV. The Zonet cable TV is popular with the local population as it broadcasts programs in the local Mizo language. 30

31 2) Outdoor Hoarding Campaign An extensive outdoor hoarding campaign was initiated in the Aizawl and Lunglai. The hoardings were installed at prominent locations with high footfalls to get maximum traction from the activity. The outdoor hoarding activity successfully complemented the broadcast of Insurance Awareness AV on cable TV. 31

32 BENEFIT OF THE CAMPAIGN SBI Life s Insurance Awareness campaign in the first quarter of FY expanded to three regions of the country. As such, it was necessary to establish the campaign in the new regions, Tripura & Puducherry and sustain existing insurance awareness communication in Mizoram. The campaign met its objective to create the hype about the importance of Life Insurance in Puducherry and Tripura. The activities in both the regions successfully incorporated local traditional flavor to create a controlled environment, conducive for discussions on financial planning and Life Insurance. The message on the benefit of Life Insurance as a financial tool to mitigate financial risks was communicated and well received by the target groups; the women in Puducherry and the retail merchants in Tripura. The activities provided occasion for personal interaction with the locals which helped in solving their queries related to life insurance and financial planning. In Mizoram, the objective to sustain Insurance Awareness communication in the state was successfully achieved through the mass media communication. The life insurance topic was successfully kept afresh and relevant in the daily discussions. In the entirety, the Insurance awareness campaign was successful in meeting its intended objectives in all the three regions during the first quarter of

33 ANNEXURES Annexure A) Insurance Awareness Animated AV in English, Tamil and Bengali 33

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