MxMIndia

Tag: LIC

  • Launches campaign

    LIC Mutual Fund promotes women participation in SIP

    By Our Staff

     

    LIC Mutual Fund (LIC MF) has launched a campaign to promote increased women participation in mutual funds through Systematic Investment Plan (SIP).

     

    Said T.S Ramakrishnan, Chief Executive Officer (CEO), LIC MF: “The women population in India was more than 48% in the year 2022. Historically, the country has reported a low female labour force participation rate. But the scenario is changing fast. The proportion of women among the working population has been on the rise or at least steady in recent years. About 29.4% of women, aged between 15 and 59, were part of India’s labour force in 2021-22. When more women join the labour force every year, it brings more money into their hands, which necessitates better investment avenues for their savings. There lies the importance of introducing financial products like SIP and making them aware of it. A large section of women, especially from the rural setting, still resort to conventional products to grow their hard-earned money. They have diverse life goals. Often, due to lack of information or awareness, they are denied diversified avenues. Our campaign is centred on that theme.”

     

     

  • The collation of patriotism and support for a private sector company is the act of a highly insecure administration, writes Ranjona Banerji

    Traitors for asking the tough questions?

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiWas it never suspected? That the lightning-fast rise of India’s fastest growing business group may have had some murky elements? Have we never read anything about protests in Australia? Have we never seen questions about growing debt without collateral? Have we never heard speculation about the burden being carried by the Life Insurance Corporation of India? Has there been no wonder about this massive leapfrogging to second richest man in the world from being a virtual unknown outside India?

    The answer to all of these is yes. Yes, we have heard, read, seen and wondered. And yet, the publishing of the Hindenburg report on the Adani Group has us behaving as if our territorial integrity and sovereignty has been attacked.

    Lots of Adani ads in the newspapers has reduced the coverage. The Adani Group lost some Rs 5 lakh crore or maybe Rs 56 trillion or maybe $72 billion as markets tumbled and their FPO found very few takers.

    So while the media, the opposition and some people of India are clearly traitors for questioning Adani, investors are exempt from SLAPP cases, and cannot be forced to part with their money. Unless, dare I say it, they are LIC or some other publicly owned corporation?

    https://scroll.in/article/1042820/explained-how-lics-exposure-to-the-embattled-adani-group-has-implications-for-middle-class-savings

    The collation of patriotism and support for a private sector company is the act of a highly insecure administration. Of course, this is also a very powerful administration but its power depends on all its publicity cogs working seamlessly. Hindenburg Research has shaken things up a little.

    For India’s inveterate TV “news” consumers, the news doesn’t always hit them. Thus several are surprised that NDTV, recently taken over by Adani, now supports Adani. This is a lovable naivete I see quite often with consumers of TV news. They believe everything they hear and in spite of that, they have high expectations of journalistic investigations from their favourite TV channels.

    Of course, when the BBC does an investigation into Narendra Modi’s relationship with Indian Muslims starting with the Gujarat riots of 2002, they are appalled and filled once again with patriotic fervour. How can this foreign entity criticise our great prime minister?

    And who can blame the viewers when TV itself is brimming with angry nationalism, searching every corner of the globe for possible criticism of their noble benefactor?

    How many TV channels called out Jugeshinder Singh, Australia-based CFO of the Adani Group, for his despicable linking of his company’s rout in the stock market to the Jallianwallah Bagh massacre?

    https://www.deccanherald.com/business/business-news/adani-group-cfo-says-stocks-rout-similar-to-jallianwala-bagh-massacre-1186013.html

    And how many TV channels were overjoyed that a VHP member in Karnataka boasted about the glory of Hindutva in Gujarat 2002 when Hindus killed 2000 Muslims – his words, not mine?

    https://indianexpress.com/article/cities/bangalore/gujarat-massacre-is-bravery-of-hindus-claims-vhp-leader-in-karnataka-8411610/lite/

    Meanwhile, the IMF has cut India’s growth rate forecast ahead of the Union Budget, but we should not focus on that too much. Because the IMF said India is a “bright spot” and there’s a global dip, so yaay! And ignore! Plus, as some pro-BJP people explained to me, Rahul Gandhi apparently controls the BBC, Hindenburg Research and perhaps the UN and the IMF and thus no nationalistic Indian should believe a word that comes out of these institutions.

    https://www.indiatoday.in/india/story/imf-projects-indias-growth-projection-to-be-61-for-2023-2328478-2023-01-31

    Instead, have you heard about the problems in Pakistan? OMG! Everything is going wrong there!

     

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • The metro station will now be called LIC Andheri

    Times OOH bags LIC’s station branding rights of Andheri Metro

    By Our Staff

    Life Insurance Corporation of India (LIC) has acquired the Station Branding Rights of Andheri Metro Station, Mumbai. The metro station will now be called LIC Andheri. In addition to the branding rights of Andheri Metro Station, LIC has also broadened its communication visibility through metro train wrap and digital screens spread across 12 metro stations. The branding inside the station and of the train has been visualized and conceptualised by the combined effort of the marketing team of LIC and the Creative team of Times OOH. Times OOH is the advertising concessionaire for Mumbai Metro.

    Said Alok Kataria, Head of Government Business – Times OOH: “Station branding is an established concept in the Indian OOH industry. This opportunity helps the brand building a unique and distinctive brand asset. With a customised look and feel, brands create experiences at multiple touchpoints and become a part of the daily life of the commuters. We are happy to have LIC’s trust in Mumbai Metro for positive brand recognition & elevated reach. Andheri is an iconic station with top-of-the-mind recall across India.”

     

     

  • The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries

    ‘Plans banate raho, zindagi sajate raho’ says LIC in its latest campaign

    By A Correspondent

     

    Taking a fresh route towards communicating their Endowment Policies to the consumers, LIC along with DDB Mudra Group has created new campaign with the positioning ‘Plans banateraho, zindagisajateraho.’

     

    With this new campaign, the brand intends to showcase its four different products- LIC’s New Endowment Plan, LIC’s JeevanLakshya, LIC’s Limited Premium Endowment Plan and JeevanLabh in a single compelling story, without resorting to the usual narratives of double benefits (Protection and Savings).

     

    Using a young couple as the center of the story, the brand attempts to communicate the deeper understanding of the consumers which the brand is equipped with. The storyline of the TVC has been built around the fact that in today’s progressive society, the partnerships between husband and wife are increasingly equal in nature; where the woman is encouraged and supported to find her own calling by her husband who is instrumental in this shift. The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries.

     

    The TVC begins with the couple, cleaning up post a dinner party. The husband appreciates his wife’s cooking skills and as they pack the leftovers and the dishes, he encourages her to start her own restaurant. Intrigued but puzzled by the proposal, the wife starts reacting with a stereotypical response, but stops mid-sentence as she turns and doesn’t find her husband around. The husband then walks in with a chef’s cap, places it on her head and reassures her that in his presence or unfortunate absence, she shouldn’t have to give up on her dreams. The spot closes with the line ‘Plans banateraho, zindagisajateraho’ to bring out the benefit of LIC’s endowment policies in the most impactful, yet simplistic manner.

     

    Sonal Dabral

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “There are many ‘what-if’ moments in the life of a couple. Hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife’s  fears of losing him and yet the husband’s quiet confidence of realizing those dreams no matter what. Thanks to LIC’s endowment plans. I’m sure our audience will be as engaged with this story as we were while creating it.”

     

  • The TVC captures this new dynamic and demonstrates how LIC's Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries

    ‘Plans banate raho, zindagi sajate raho’ says LIC in its latest campaign

    By A Correspondent

     

    Taking a fresh route towards communicating their Endowment Policies to the consumers, LIC along with DDB Mudra Group has created new campaign with the positioning ‘Plans banate raho, zindagi sajate raho’.

     

    With this new campaign, the brand intends to showcase its four different products- LIC’s New Endowment Plan, LIC’s Jeevan Lakshya, LIC’s Limited Premium Endowment Plan and Jeevan Labh in a single compelling story, without resorting to the usual narratives of double benefits (Protection and Savings).

     

    Using a young couple as the center of the story, the brand attempts to communicate the deeper understanding of the consumers which the brand is equipped with. The storyline of the TVC has been built around the fact that in today’s progressive society, the partnerships between husband and wife are increasingly equal in nature; where the woman is encouraged and supported to find her own calling by her husband who is instrumental in this shift. The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries.

     

    Sonal Dabral

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “There are many ‘what-if’ moments in the life of a couple. Hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife’s  fears of losing him and yet the husband’s quiet confidence of realizing those dreams no matter what. Thanks to LIC’s endowment plans. I’m sure our audience will be as engaged with this story as we were while creating it.”

     

  • The business was won following a multi-agency pitch

    Rediff’s communication for LIC Single Premium Plans

    By A Correspondent

     

    Having won the pitch, Rediffusion-Y&R has conceptualized LIC’s latest campaign film. The objective is based on two of LIC’s single premium plans namely, “Bima Bachat” and “Jeevan Shikhar”.  This extends the brand proposition of ‘Be rest assured once and for all’. The communication is targeted to the modern upper middle class families.

     

    LIC’s objective was to build their campaign communication in order to familiarize people with a single premium endowment plan and its benefits, thereby encouraging them to invest in the same.

     

    The film shows a daughter reminding her father that she will be 18 years old in the coming week and he should refrain from getting her any teddy bear or robot toys, to which her father gifts her jewelry set. The daughter is delighted; however the mother has her concern on the expense, to which the father explains that “Our daughter is getting older, instead of various small investments we should now look at big investment. It gratifies our daughter and prepares us for future too”. In the comeback the daughter having received the jewelry, in all her innocence asks her father if the gift has to do something with her marriage, as she is too young; to which her parents laugh.

     

    The campaign aims at making people realize the importance of saving early in life and investing in the future of their loved ones. And that’s what the product offering of LIC, exactly does.

     

    Pranav Harihar Sharma

    Pranav Harihar Sharma, ECD – West & North, Rediffusion Y&R said, “The film taps the mind space of a father, how he thinks long term and in the disguise of a birthday gift, how he starts planning for a bigger occasion in future. And this actually is a beautiful thing that only we Indians have. The habit of saving and planning for future is an in-bred thing in us and that’s made the core insight in the film.  The story line was kept simple and slice of life and the effort was to connect the story seamlessly back to the product offering from the brand. I think simplifying a product in an interesting way is the job of communication and that’s what we tried doing here.”

     

    Dhunji Wadia

    Dhunji S. Wadia, President Rediffusion Y&R said, “We were given a very detailed and specific brief. This helped the team in terms of addressing the issues and working on an interesting creative solution.”