Television commercials of Botswana Life Insurance Limited (BLIL) dubbed ‘Life and more’ will soon hit television screens through the national television broadcaster, BTV and dedicated channels on the Multichoice Botswana offering.
Through a series of adverts, the insurer endeavors to sensitise locals on issues surrounding the mythical topic of insurance whilst systematically instilling the much needed and financial literacy. The BLIL launched the commercials to the media and the company’s Executive Committee on Wednesday in Phakalane.
In an interview with Patriot Lifestyle, BLIL Chief Executive Officer, Ronald Samuels said Batswana’s attitudes towards insurance have always been of doubt and uncertainty and the commercials are one way to teach the non-believers on the importance and benefits of insurance. He said there are strong regulations governing insurance companies that have been formulated to protect the consumer, hence there should not be any anxiety associated with insurers. “I have been with BLIL for about seven months and I assure you that positive changes have already started showing,” he responded when asked why it had taken this long for BLIL to have commercials playing on television, something their South African counterparts have been doing for a long time now.
He however noted that there had been commercials by the insurer on television before and continued that the new ones are more creative and in tune with the products offered by the BLIL. Samuels also assured existing and prospective clients that the BLIL promotes best insurance practices, stating that the company’s main focus is improving the lives of its clients through their innovative and cost effective life insurance, funeral policies as well as an array of investment policies the company currently offers. “Our products offer the best chances at one having a well thought out wealth creation strategy and we are changing the insurance landscape in Botswana” he enthused.
‘Life and More’ is a two-year campaign designed to educate and empower clients, and Batswana. “We are always looking to invest in platforms such as this, and more, which help create relatable and engaging means to impart financial literacy,” said Samuels.
The commercials are based on life scenarios of the everyday Motswana and illustrate some of the challenges faced by most and how these can be remedied by having Botswana Life as a partner. And to that Samuels cemented that BLIL is passionate about creating platforms that benefit the company’s clients. The platforms, he said, go a long way in making a meaningful difference in the communities we serve. The series of commercials were filmed by a local production company with a cast of Batswana with some familiar faces from local television productions.
For her part, Botswana Life Public Relations Communications and Marketing Manager, Tebogo Keepetsoe announced that in addition to television broadcasters, ‘Life and More’ will be broadcast on digital platforms in an effort to reach a wider audience. “We are continuously looking to empower local talent, having recently supported Date My Family Botswana which has partnered with local production companies and talent to produce the show,” she stated, continuing that BLIL also engaged a local production company as the company understands the power of television in helping to communicate the insurer’s determination to provide Batswana with financial security.