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The insurance company aims to tug at its consumers' heartstrings by asking them to share their 'Great Dad' moments on social media.
The 'great dad' idea seeds the thought in a highly emotional manner by highlighting that great parents are those who ensure that their child's dreams are fulfilled even when / if they are not around.
In terms of interactions, including likes, comments and shares, Facebook data stands at 51,578, while interactions on Twitter (favourites, retweets and replies) stands at 2,792.
"Today, a large number of insurance companies have diversified into online insurance in an attempt to tap the educated class. SBI Life is one of the early entrants into the online insurance business, and plans to progressively increase its share of voice on the digital medium," Kishore asserts.
He points out that the biggest marketing challenge for SBI Life is to make its consumer buy insurance for the right reason, which is protection.
The insurance company has recently started selling policies online. An average of 1,300 policies of SBI Life is purchased online each month. SBI Life's regular new business premium was Rs 2,998 crore during the financial year 2013-14. This year, it is targeting a 20-25 per cent growth over the last year.