The latest spot for LIC’s New Bima Gold carries ahead the policy’s feature of getting more than asked for. The policy entitles the insured the benefits even after the maturity of the policy. Created by Mudra, the film tries to capture this aspect of the policy by using the additional services at a restaurant as an example. The campaign was first aired on February 4 on select channels like Star Plus and Zee.
Speaking on the objective of the campaign, Mudra Creative Director Mahendra Bheda says, “LIC wanted to re-launch the Bima Gold product in its new avatar that has added benefits like free cover even after maturity of the policy. With this point in focus, the brand drives home the point that this particular policy offers more benefits even after the maturity of the policy.”
The spot features a person ordering a chai from a restaurant and getting served with much more than what he has asked for. The man at the counter asks the bearer to add more milk in the tea and also to bring in eateries like bun maska and other stuffs, thereby illustrating that the policy gives more than what you ask for, without any additional expenses.
The New Bima Gold policy provides policyholders with many benefits like auto cover, along with 50 percent cover for half the term period even after maturity, and at no extra cost.
The company is planning to support the TVC with an outdoor campaign starting from this week. The media buying for the campaign is handled by Optimal Media Solutions.