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The LIC of India turns to music in their latest digital campaign

The LIC of India which recently launched a new digital campaign to promote the importance of life insurance in different phases of life, has taken the campaign offline to reach out and engage with the audience, bringing in a personal touch. The campaign called - Smart logon ki clear hai priority, baaki sab baad mein, Pehle LIC, showcases the importance of having a life insurance to live one’s dream.

It shows that ups and downs are a part of life and it is significant and essential to have life insurance. Having a life insurance helps one fulfill their dreams like owning a start-up, buying a house, going abroad for further studies or even planning a nice holiday.


To reach out to maximum audience and to celebrate with them, the brand conducted a flash mob in association with Screenox Media at a mall in Mumbai, to encourage the youth of today to prioritize life insurance for themselves and their families. The flash mob saw the young boys and girls dance to the signature steps of the jingle, thus creating a strong brand connect. The flash mob has been beautifully aligned with Valentine’s Day celebration, and dancers were seen holding a Love note saying “On this Valentine’s Day, gift your loved ones “Jeevan bhar ka saath”. 

Rhythm and beats are the best way to get the message across to youth and with this step LIC wants that youth should appreciate the importance of life insurance early in their life.

Speaking on the same, K. Rajivan Nair, Executive Director, Corporate Communications of LIC, said “Today’s young generation loves to stay in motion all the time, they want to pursue their passions and hobbies at 100%. We want to be together with them in their journey of achievement and advancement with our robust offerings. To build a stronger connect with the youth, we are continuously taking new initiates, and this flash mob is an extension of our Digital, Radio & TV campaign. We are glad to see it being received so well. We are sure, we will be able to help the youth of today understand the importance of taking life insurance via our various initiatives."


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