nsurance is for the old. That is the notion most of the young entertain: basically, �I am too young to be thinking of insurance.� SBI Life Insurance has come up with its new television commercial in an attempt to change that mindset.

The 60-second TVC shows an old woman busy at her sewing machine when her husband comes in. Pointing to a picture in a magazine he asks if she had been secretly admiring the object. Handing over a jewellery box to her he says, "Dekho mein le aaya." Clearly astonished by the expensive gift, the wife asks her husband if he has gone crazy. When he explains that it is Valentine�s Day, when lovers exchange gifts, she smiles coyly. Even as she insists that she is too old to wear a diamond, her husband persists, "Arre heere ko kya pata tumhari umar?" ("How would the diamond know your age?") Saying this he slips the diamond ring onto her finger. The voiceover follows, "SBI Life insurance ke life long pensions. Taki pyaar ke beech paison ki kami na aaye." ("So that money doesn�t get in the way of love"). Prasoon Pandey of Corcoise Films has directed the commercial. ... more