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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'.
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."