IMC Designing of ‘INSURANCE’ plan of L.I.C.- By Harshit Raghuwanshi at IMT Hyderabad

1. Integrated
Marketing
Communication
Final Project Presentations
GROUP-5
HARSHIT RAGHUWANSHI (16A1HP110)
AYUSHI AGARWAL (16A1HP108)
VIPUL GUPTA (16A1HP111)
RAJAN SHARMA (16A1HP112)

2. Hello!
We are Group-5
Our topic is ‘INSURANCE’ and we have taken L.I.C. as our insurance
company. We will be designing I.M.C. for L.I.C.’s “JEEVAN AROGYA”
insurance plan.
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3. Company
Profile
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 Life Insurance Corporation of India was formed on September
1956.
 Objective of Nationalization of Life Insurance Industry was to
channelize its fund for the benefit of the community at large.
 Vision: "A trans-nationally competitive financial conglomerate of
significance to societies and Pride of India“
 Mission: "Explore and enhance the quality of life of people
through financial security by providing products and services of
inspired attributes with competitive returns, and by rendering
resources for economic development.”

4. CREATIVE BRIEF
Communications development for
“Jeevan Arogya Plan”
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5. “Overview:
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Product:
• “JEEVAN AROGYA”, it’s a non-participating non-linked health insurance plan by L.I.C.
Marketing Problem:
• Rapid rise of private sector insurers
• Low financial literacy
• Poor access to financial services in India
• Miss selling of insurance plans leading to negative image of insurance industry
Business Goal:
• Create awareness about this life insurance plan

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▫ Persuade the audience to buy LIC’s “JEEVAN AROGYA” insurance plan
▫ Create awareness about insurance and LIC’s plans
Marketing objective:
Target Audience:
▫ Primarily urban citizen of age 18 – 50
▫ People with household incomes over 50K per year
▫ Create awareness about insurance and LIC’s plans

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▫ “Troubles/problems don’t come with intimation”
▫ So one should be ready to face any problem related to health, safety and saving
▫ Invest wisely so that it must benefit the person and his family in their turbulent times
Key Message:
Tone of Voice:
▫ Encouraging
▫ Positive
▫ Straightforward
▫ Fun

8. 8
▫ Non-participating non-linked insurance plan
▫ Provides health insurance cover against health risks
▫ Provides with timely support in case of medical emergencies
▫ Provide financially independence in tough times
Product:
Key features:
▫ Individual as well as family coverage, Parents are also covered
▫ Coverage over all kind of surgeries which also includes Day Care treatments
▫ No Claim Bonus is available
▫ Income Tax Benefit - Health Insurance Premiums paid, are allowed for a
deduction from the taxable income under section 80D.

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▫ Through television commercials at prime time
▫ Through radio advertisements, telecasted during morning and evening (Mainly before and
after office hours)
▫ Through digital media such as Facebook, Instagram, and emails.
▫ Through posters and billboards displayed over traffic signals, round-about, public transports
▫ Through magazines and newspapers
Communications:

10. Story Board
A Graphic organizer for the purpose of pre-
visualizing a motion picture
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✋
👪
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👤
👦
👧
👨
👩
❤
✋
👪
💃
🏃
👤
👦
👧
👨
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❤

11. Storyboard
✋👆👉👍👤👦👧👨👩👪💃🏃💑❤
😉
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Musibate bata kar ni aati

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1. An Indian Housewife
This story surrounds a
house wife who is
working inside her
house and suddenly
some odd people
knocks the door. An Indian Housewife

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2. Uunwanted Guest No.-1
TAX Guy
The first character is
Tax guy, as tax is
generally paid every
year and people are
liable to pay it
.

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▫ The second character is
the Accident guy who is
generally describing that
accidents can happen
anytime anywhere so be
cautious
ACCIDENT
3. Uunwanted Guest No.-2
ACCIDENT

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▫ Third character is a
Cancer which again is a
genuine issue these
days. People fear this
disease because it
doesn’t have solution
and also the expense
over the treatment is too
much
CANCER
4. Uunwanted Guest No.-3
CANCER

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▫ The last character of the
story is a soul taker
“Yamraj”, in this it has
been shown as death
which tells about the
benefits which the
nominees get after the
death of the insure.
5. Uunwanted Guest No.-3
YAMRAJ
YAMRAJ

17. “
So, these all characters come simultaneously to the house which are
describing various problems which can be faced by anyone. Thus, at the
end the house wife portrays by saying the same thing that problems
never come to you by asking it comes suddenly so we should be
prepared for it. Therefore, buy LIC Jeevan Arogya policy to stay happy
also to enjoy tax benefits.
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😉

18. Advertisements of L.I.C’s Jeevan Anand
prepared by us under this project are as
follows:
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BILLBOARDS

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BILLBOARDS

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MAGAZINES

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NEWSPAPERS

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STREETBOARDS

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FACEBOOK
https://www.facebook.com/Health-insurance-258856914649084/

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RADIO
ADVERTISEMENTS

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Television
Commercials:
1. Musibate bata kr ni aati
(https://www.youtube.com/watch?v=OPEjCQ7CXwQ&feature=youtu.be)

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Television
Commercials:
2. Future ki Soch!!!
(https://www.youtube.com/watch?v=BY2igrY_2zc&feature=youtu.be)

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Thanks!
Any questions?
😉