SBI celebrates bonds between siblings in digital film by Tonic Worldwide

On the occasion of Raksha Bandhan, Tonic Worldwide unveiled a digital film for SBI General Insurance companies unveiled a digital film #BandhanBharoseKa which highlights the strong bond shared between siblings and its evolution through various stages of life. The digital film illustrates the special relationship built on love, trust and security; it underlines that these attributes are gender-neutral. 

The film captures and celebrates the bond between siblings in supporting each other through the challenges of life across various life stages. This film explores how siblings closer in age often share a love-hate relationship and in instances where siblings are 8-10 apart in age, we tend to see how the relationship evolves and their bond strengthens further over time. Besides this, the film’s narrative primarily and beautifully showcases how a sister supports her younger brother through every challenge while growing up and concludes on a heartwarming note with the brother tying a Rakhi to the sister, symbolizing his protectiveness for her. 

Shefali Khalsa, Head – Brand and Corporate Communications, SBI General Insurance, said, “Our digital campaign #BandhanBharoseKa aims to resonate with audience and strike a connect through the heart-felt narrative of the bond between siblings. When it comes to insurance, we understand that trust, safety, security and protection do not have any gender. We aimed to draw the same parallel when it comes to the bond that siblings share. We understand that there are numerous stories around us where such role-reversals are abundant and decided to bring that to the fore. The digital film also ties back to our brand promise of ‘Suraksha Aur Bharosa’ as it journeys through a relationship which is built on love, trust and mutual care.”