SBI Life has rolled out a campaign featuring cricketers Rishabh Pant and Ravindra Jadeja.

Comprising two films, the campaign introduces the duo as ‘Jolly’ and ‘Polly’ - two distinctive characters who become the voices of encouragement and assurance, guiding individuals to pursue their dreams, while simultaneously ensuring their family responsibilities are secured.

The first film follows a young woman who dreams of becoming a professional wrestler, a choice that initially unsettles people around her. Through the guidance of Jolly and Polly, her closed ones comes to realise that with SBI Life providing financial protection, she is free to chase her ambitions with confidence and peace of mind.

The second film features a man who decides to change his career path and advocate for women’s rights, prompting worries about future financial stability from his family. Once again, Jolly and Polly highlight that with SBI Life, financial stability is in place, thus allowing him to pursue the meaningful cause fearlessly and contribute to positive change in society.

What we think about it: The films communicate the brand message of financial security clearly and effectively. While the narratives are pleasant and thoughtfully executed, much of the campaign’s appeal comes from the presence of celebrities rather than the narratives themselves. With no strong call to action, the ads feel complete in the moment yet struggle to build lasting brand recall.

The films released on 20 January.