SBI Life celebrates Mothers with 'Mummy Ki Apni Pehchaan' campaign

Motherhood is a sacred journey which demands unwavering strength and resilience. In today’s fast paced world, mothers selflessly manage multiple roles with grace, commitment and determination, it is no surprise that they are often seen as an inspiration for their children, families and the society at large. In a tribute to the remarkable spirit of motherhood, intertwined with professional ambition, SBI Life Insurance released a new ‘Mummy Ki Apni Pehchaan’ digital film which aims to highlight the invaluable contributions made by mothers to embrace their identity as a Life Mitra i.e. SBI Life’s insurance agent, who also act as financial advisors for their client’s families, while continuing to be the caregivers for their own loved ones. The film highlights how one such Life Mitra becomes an inspiration for her daughter, when she steps in her mother’s shoes for a day.

As the financial landscape of households across the country continues to evolve in line with consumer’s needs, these remarkable women Life Mitras stand out as pillars of strength, wisdom, and compassion. From managing portfolios to providing sound financial guidance, they navigate the complexities of the financial industry especially the insurance sector with their skill and expertise, all while taking care of their familial responsibilities and supporting their families.

The digital film unfolds with a heart-warming scene in an ordinary household, where a mother in her early 40’s is seen managing her professional duty as a ‘Life insurance advisor’ along with her personal responsibility. Struggling with a sore throat, the woman is seen taking a few work calls. Post the calls, her daughter comes in and offers to take over her mother's work calls for the day, showcasing her eagerness to help her mother rest. A montage follows, depicting the daughter diligently taking calls, taking notes, and attempting to handle her mother's workload. The mother is amused and proud to see her daughter's enthusiasm and effort. During a conversation over a meal, the daughter realizes that her mother's job involves providing advice and understanding people's needs to guide them appropriately. She expresses her admiration towards her mother's role as a ‘Life Mitra’ and is inspired by the way her mother manages everything from work to home needs.