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Mudra arm Digital Branding Solutions gives new life to LIC’s portal

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Mudra arm Digital Branding Solutions gives new life to LIC’s portal

Digital Branding Solutions, a Mudra Group venture, has re-designed the website of Life Insurance Corporation of India ( to make it more user friendly, interactive and easy to navigate. Finance Minister P Chidambaram unveiled the new-look portal recently.

R Lakshminarayanan, CEO, Mudra Marketing Services, said, “The vital need to develop a web portal for customers, agents and prospects led LIC to approach DBS for this assignment. The new, smart portal will enable visitors to access all information about LIC in general, including, products and services. Apart from this, the portal also offers interesting services like a premium calculator to calculate the premium payable for any choice of plan, term and age.”

Commenting on LIC’s new-look, new-feel website, C V S Sharma, General Manager, DBS and Country Head, Tribal DDB India, said, “The idea was to ensure that the brand heritage of LIC and the brand promise was maintained while making the site more ‘savvy’ and increasing the usability factor. The changes include even rewriting policy statements.”

Thankom Mathew, Head, Corporate Communications, LIC, said that DBS had done a brilliant job given the extensive scope of work and tight deadlines. She added, “We have been receiving tremendous positive feedback about the new-look site.”

This customer portal is available to nearly 180 million policyholders in India. In the present phase, the agents’ portal will provide access to agents in Mumbai, Thane, Pune, Chennai, Hyderabad, Bangalore, Kolkata, Kanpur, Bhopal and Delhi. The largest insurance company in the country is also mulling increasing the number of its satellite branches. Currently, LIC has around 24 satellite centres across the country.


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