LIC Mutual Fund
Banking, financial services and insurance (BFSI)
One of the most recognised and trustworthy names in the Indian Life Insurance domain, LIC Mutual Funds is connected across the different segments of the society. In 2016, India’s homegrown insurer LIC and Nomura Asset Management parted from a joint venture. LIC Mutual Funds, the re-branded entity, needed a strong positioning and a fresh new communication strategy to connect with its customers.
We took the challenge of building a standalone identity that superimposes both LIC’s values and its bold journey into the mutual fund’s business. Our focus to leverage the brand value to new heights was critical to augment their market presence. Encompassing a strong consistent language, our brand-led campaign facilitated value experience across the medium channels.
Our strategy involved reshaping the product architecture of over 40+ products and building a composite strategy to both communicate and connect with its customers. We were also responsible for setting up and managing all social media and digital assets for LIC MF. In line with the objective, LIC has been able to advocate its values through the communications.