Life Insurance Council launches a nationwide insurance awareness campaign

The Life Insurance Council has announced the launch of the Indian insurance industry’s 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 the use of both conventional and digital mediums, with simple but very clear messaging through interesting advertisements that will be adapted in 11 languages for a nationwide appeal. The advertisement shows how we instinctively adopt protection through safety behaviour 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 time 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. The idea of Sabse Pehle is very simple and is ingrained across cultures in India. We all exhibit some sort of protective behaviour that is always prioritised; that is what Sabse Pehle makes us realise and goes one step ahead by urging us to extend our protective behaviour to prioritise life-insurance as a basic necessity. The advertisement shows real-life incidents all of us can identify with as part of our daily routine and make us realise the importance of Life Insurance.

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.”

The Life Insurance Council, constituted under Sec.64C of the Insurance Act 1938, is the face of the life insurance industry that connects the various stakeholders of the industry. It functions together with participation all the life insurers through several sub-committees towards development of the industry.

The Life Insurance Council leads the advocacy effort on the industry’s behalf before the Regulator (IRDAI), Govt. of India and all other statutory bodies.

The TVC:

Credits:

Creative Agency Name: McCann

Executive Creative Director: Kamlesh Soni

Planning & Servicing team members: Abhinav, Rajesh, Himanshu

Media planning & buying team: Mindshare (GroupM)

Digital Asset partner: Sapient Razorfish (Publicis Group)

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