Front Page Advertisement of LIC

A front page advertisement by LIC 
Opportunity Wasted?

Today LIC of India came up with a first page advertisement in all the leading English Newspapers, both general and financial, rejoicing its 68th anniversary (1956 born). After going through the contents of the paid marketing piece, which should have cost the Insurance Pitamah lacs of rupees close to Rs. 1 cr. or more, I felt disappointed. (Mind you, I am its shareholder and also an investor in some of its schemes). Except for the number of years completed by LIC since its existence, the advertisement conveyed nothing.

My few questions to the management of LIC of India:

1. When you spend a good amount on a grand occasion like this, should  you not have leveraged it to the advantage of the organisation? Especially when your stocks are traded and the public at large are your shareholders.

2. You could have displayed your size like the number of policy holders, AUM, Annual Premiums collected, Aggregate of insured amount, the gap between you and the other life insurers in business,  etc.

3. You could have highlighted the age matrix of your policyholders through attractive graphs. 

4. The persons selected for the "hooray" shouts could have been a combination of young, middle and old ages. At least the number of persons could have matched the number of anniversaries you completed.

LIC of India is undoubtedly India's pride in life insurance and is miles and miles ahead of its competitors. But in the age of marketing, exploited by private players, can it at least not leverage on its paid advertisements?

Please think louder my dear top executives of LIC of India.

Regards.

V. Viswanathan
2nd September 2024.







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