Balancing Ambition and Responsibility: The ‘Jolly & Polly’ Concept

SBI Life Insurance’s new campaign isn’t about fear-mongering or highlighting worst-case scenarios. Instead, it focuses on the positive correlation between financial preparedness and personal fulfillment. The introduction of ‘Jolly’ and ‘Polly’ represents the internal dialogue many Indian households experience – the tension between pursuing individual ambitions and fulfilling familial obligations.

Rishabh Pant, as ‘Jolly’, embodies instinct, optimism, and a fearless approach to life. He represents the courage to chase passions and the understanding that careful planning doesn’t stifle freedom, but rather safeguards it. Ravindra Jadeja, portraying ‘Polly’, emphasizes serenity, prudence, and long-term vision. He champions the idea that responsible preparation enhances both personal aspirations and family stability.

These characters aren’t meant to be preachy; they’re designed to be relatable. They reflect the everyday conversations happening in Indian homes, subtly demonstrating that life insurance isn’t a constraint, but an enabler. It’s a tool that empowers individuals to take risks, pursue their passions, and live life to the fullest, knowing their loved ones are protected.

The campaign’s launch includes two television commercials set in authentic Indian contexts. One depicts a young woman determined to pursue a career in wrestling, facing initial family resistance. ‘Jolly’ and ‘Polly’ help bridge the gap, illustrating how SBI Life’s financial security allows her to follow her dreams. The second commercial features a man transitioning to a career in women’s rights law, alleviating his family’s concerns about financial stability.

Both commercials culminate in a powerful call to action: “Karo Poore Apne Iraade, Apno Se Kiye Sabhi Vaade” (Fulfill Your Intentions, Keep All Promises to Your Loved Ones).

According to SBI Life Insurance, this campaign represents a long-term commitment to making life insurance more accessible and relevant. They aim to shift the conversation away from fear and towards empowerment, confidence, and everyday financial wellbeing.

Mr. Ravindra Sharma, Chief, Brand, Corporate Communications and CSR, SBI Life Insurance, stated, “India is witnessing a generational shift in aspirations, where individuals want to live meaningful, purpose-driven lives while staying committed to their familial responsibilities. At SBI Life, we believe life insurance enables this balance. ‘Jolly & Polly’ bring this belief to life in a simple, relatable way, showing that when people are financially prepared for their loved ones, they can move forward with confidence. Our philosophy of ‘Apne Liye, Apno Ke Liye’ reflects the insight that assurance about financial safeguards for loved ones’ future empowers individuals to pursue their own aspirations.”

He further added, “By bringing these characters to life through our brand ambassadors Rishabh Pant and Ravindra Jadeja, we are creating a narrative that evolves over time—moving conversations about life insurance away from fear and towards empowerment, confidence, and everyday relevance. This campaign underscores our long-term commitment to making life insurance more relatable, strengthening both brand affinity and understanding of life insurance as a vital pillar of financial well-being.”

Rishabh Pant, embodying ‘Jolly’, shared, “The youth of our country have big dreams, and I’ve always believed in creating opportunities that help those dreams take flight. The brand’s commitment to empower individuals to shape a future full of possibilities deeply resonates with me. As Jolly, I’m encouraging families to let their young ones chase their passion.”

Ravindra Jadeja, as ‘Polly’, commented, “Being the brand ambassador of SBI Life gives me a unique opportunity to engage meaningfully with households across the country. As Polly, I’m encouraging individuals to plan thoughtfully so they don’t have to compromise on family responsibilities while pursuing personal dreams. I sincerely hope we can spark a cultural shift and make a positive impact on our nation’s progress, one individual and one family at a time.”

SBI Life envisions ‘Jolly & Polly’ becoming household names, symbolizing a new era of financial planning that prioritizes both individual aspirations and family security. Investopedia provides a comprehensive overview of life insurance and its benefits for those seeking further information.

What role does financial planning play in enabling individuals to pursue their passions? And how can brands effectively communicate the importance of life insurance in a way that resonates with younger generations?

Frequently Asked Questions About SBI Life’s New Campaign