Life Insurance Marketing in India (A): The Changing Advertising and Promotion Norms

With private players paying much attention to advertising and promotional activities, LIC, too, was forced to make efforts to increase its visibility and enhance its brand image. The company commenced intense, systematic and well-focused public relations and publicity activities both at the corporate and operational levels. LIC came out with a corporate advertisement on TV with the punch line, 'Zindagi Tumhari Roshan Rahe' (May your life be glorious). In addition, LIC established a broad-based frame for external communication aimed at building a stronger brand image. Several sports events were co-sponsored by the company and special publicity activities with a social purpose were undertaken. Traditionally, LIC used to target either middle-aged people or elderly ones. But private insurers targeted individuals in all age groups, in their advertisement campaigns. Analysts pointed out that LIC was also biased against women; most of its policies were designed with men in mind, whereas private insurers products covered women's needs, too. Thus, LIC was forced to modify its advertisement campaigns and communication in order to appeal to all groups. It made its advertisements carry universally applicable messages, focusing particularly on the young executive or the working woman, in order to tap the market comprised of people in the age group of 18-35 years.