Life Insurance Council talks of ‘Sabse Pehle Life Insurance’ in McCann India campaign

The campaign will use both conventional & digital mediums; advertisements to be adapted in 11 languages

e4m by exchange4media Staff
Updated: Dec 9, 2019 1:12 PM

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LIC

Life Insurance Council has announced the launch of first joint awareness campaign titled “Sabse Pehle Life Insurance”, stressing the need for life insurance.

The campaign is being launched through a 360-degree approach with use of both conventional and digital mediums, with simple, but clear messaging through advertisements, which will be adapted in 11 languages for a nationwide appeal. The advertisement showcases how we instinctively adopt protection through safety behaviours in our daily routine and how buying a life insurance cover is a natural extension of such behaviour to safeguard our financial needs.

S N Bhattacharya, Secretary, Life Insurance Council said, “There is a need to make all Indians aware of the fundamental need of life insurance. Many a times Indians buy life insurance for peripheral benefits, without really understanding why it is imperative in our lives. We hope the larger Indian population will identify with this thought provoking campaign and be encouraged to opt for life insurance as their primary protection instrument.”

McCann India was entrusted with the creative work for the campaign. Prasoon Joshi, Chairman, McCann Worldgroup - Asia Pacific, CEO & CCO McCann Worldgroup India said: “The campaign is trying to inculcate responsibility towards financial planning at an instinctive level. ‘Sabse Pehle Life Insurance’ is a simple, relatable and culture-rich idea that people can easily identify with.”

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