SBI Life Insurance has unveiled ‘We Can, We Will !’ anthem campaign that reiterates the power of collective unity and solidarity to fight the spread of Covid-19. The anthem works as a clarion call to rally the nation in the face of current challenges, the theme ‘We Can, We Will !’ signifying that no challenge seems too big when we are united together…
The anthem was conceptualised by Be the Bee and the video featuring 27 TV celebrities from various parts of the country was executed by Mindshare. Establishing a regional connect, the TV celebrities can be seen singing the ‘We Can, We Will !’ anthem from their respective homes in local languages like Hindi, Marathi, Telugu, Kannada, Tamil, Malayalam, Bengali, Assamese and Odia, thereby reflecting the nation’s true spirit of unity in diversity.
SBI Life is also leveraging digital tools to foster further camaraderie among citizens in times of social distancing. Viewers can create their own personal video by visiting the microsite to lip-sync the We Can, We Will ! anthem, thereby spreading the message of staying united together in the current challenging times.
Ravindra Sharma, chief of brand and corporate communications, SBI Life Insurance, said, “The Coronavirus outbreak has thrown up multiple, unprecedented challenges for people from all walks of life and the entire nation is exploring solutions to tide through this crisis. In these current times of self-isolation, the anthem is our humble effort to lift the spirits of every individual and remind them that as a nation we need to stay together, as with our collective will power We Can and We Will overcome the biggest of challenges.”
To launch the campaign, the brand bought out airtime on leading channels from the ZEEL cluster at prime time on April 13. Simultaneously, the campaign video has also released on company’s official Youtube, and several social media channels.
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