Life Insurance Council launches nationwide insurance awareness campaign

The campaign is being launched through a 360-degree approach with use of both conventional and digital mediums, with simple, but very clear messaging through interesting 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. The idea of Sabse Pehle is very simple and is ingrained across cultures in India. We all exhibit some sort of protective behavior which is always prioritized, that is what Sabse Pehle makes us realize and goes one step ahead by urging us to extend our protective behaviour to prioritize life insurance as a basic necessity. The advertisement shows real life incidents, that all of us can identify with as part of our everyday routine and make us realize 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.”