LIC TVC gets the popular vote

India - An television campaign launched late last year for the Life Insurance Corporation (LIC) of India created by R K SWAMY BBDO scored a likeability figure of 100 and an ad diagnostic score of 87, in a survey by Synovate Media.

Earlier this year, the Mint Newspaper commissioned Synovate and TV Ad Index to survey 750 respondents on their spontaneous recall, aided recall and likeability of advertisements on television in India during the month of January 2008.

Sangeetha N, president west and executive creative director, R K SWAMY BBDO, said, "There were many challenges in developing this work - the need to communicate protection without addressing loss of life, finding relevant devices to demonstrate security and to execute the message in a way that is engaging, positive and easy to understand".

Rajesh Kandwal, executive director - corporate communications, LIC, said, "The objective of this Brand Film is to enhance the perception that LIC is a warm, modern, vibrant and trusted brand. The film highlights how the right protection paves the way to a worry free life. The music has been very well received by the masses, employees and agents of the Lie Insurance Corporation."

Incorporating a popular jingle and rendered in 12 languages, the campaign is currently running on every major television channel in India.