Life Insurance Corporation of India (LIC), the oldest player in the insurance sector, is all set to initiate a creative pitch.
In 2010, LIC empanelled R K Swamy BBDO, Mudra, JWT and Draftfcb Ulka for its creative as well as media duties. Prior to this, R K Swamy BBDO, Mudra and Draftfcb Ulka were on the company's roster. Earlier, JWT, Everest Brand Solutions, Mudra and Draftfcb Ulka comprised LIC's creative roster.
Most of these agencies have a long standing relationship with LIC. For instance, R K Swamy BBDO has been associated with the brand for over two decades.
A couple of years ago, LIC launched a corporate campaign that marked the brand's strategic shift from focusing on the survivor to bringing the policyholder to the forefront. Created by JWT Mumbai, the campaign was targeted at individuals aged 25 years and above, who need risk cover but haven't insured themselves yet. LIC's brief to the agency at the time was to make the brand recognise the changed context and changed consumers, while re-interpreting the role of life insurance in their lives.