The brand's positioning, 'Plans Banate Raho, Zindagi Sajate Raho' hinges upon the dual benefits of savings and security, offered by LIC's endowment policies.
Timely and prudent financial management is often said to be the key to a happy and fulfilling life. Centred upon the same insight, Life Insurance Corporation of India (LIC), which claims to be India's largest insurance company, has partnered with DDB Mudra Group, to come up with its latest television campaign (TVC) 'Plans Banate Raho, Zindagi Sajate Raho'.
The campaign focusses on the company's various endowment policies. The TV campaign, which has been directed by Manoj Pillai, has been produced by Praful Sharma and Anesh Azad from Chrome Pictures.
The TVC shows a couple cleaning up at the end of a dinner party when the husband praises his wife's cooking skills and tells her to open a restaurant of her own some day. He then disappears and re-appears after a few moments to place the chef's cap on her head, conveying the brand proposition that she should not give up on her dreams, whether or not he is present. At this point, a voiceover reiterates the brand positioning listing out the four different products in the brand's endowment category portfolio -- LIC's New Endowment Plan, LIC's Jeevan Lakshya, LIC's Limited Premium Endowment Plan, and Jeevan Labh, which offer savings, as well as protection.
With a young couple as protagonists, the TVC points towards the modern and progressive mindset of couples today who believe in an equal partnership when it comes to realising their dreams by supporting and encouraging each other.
Commenting on the campaign, Sonal Dabral, chairman and chief creative officer, DDB Mudra Group, says, "There are many 'what-if' moments in the life of a couple. There are hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film, the story of a husband's dreams for his wife's future, the wife's fear of losing him and yet the husband's quiet confidence of realising 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."