Life insurers join hands in first joint media campaign

India's 24 life insurers, under the aegis of the Life Insurance Council, are working together in the industry's first joint mass media campaign to promote life insurance.

With the slogan “Sabse Pehle Life Insurance” (which translates to ‘Life insurance comes first’, the goal is to prioritise protection before investment or spending.

Mr MR Kumar, chairman of life insurance giant LIC, said, “This would be the industry’s first joint media campaign; there will be no competition here for it is aimed at urging Indians to first build a shield of protection by securing their future with a life insurance cover before building a robust financial plan. This campaign is expected to take off during the second week of November.”

The Life Insurance Council will leverage all available advertising channels in the campaign. The association's secretary general, Mr V Manickam, said, “While historically insurers have sold protection by highlighting the risk of dying too early, the insurance industry campaign will highlight that a life cover is the only financial instrument that can provide financial security in meeting long-term needs.”

Source: Asia Insurance Review