LIC has rolled out a TV campaign conceptualised by RK Swamy BBDO. The campaign urges viewers to experience freedom, in terms of time and money, by becoming an LIC agent. The ad films went online on 14 January.
With humourous treatment aided by the soundtrack, the film features several young professionals struggling in their jobs. While a young man is stuck in a 9 to 5 job, a woman running on a hamster wheel represents people in an 'all the time' job. The film also addresses those roaming all the time in their jobs and people constantly fighting deadlines, among others. An LIC agent confidently walks through a door and highlighting the benefits of his professional mandate. The film ends with the protagonist saying, “Be your own boss. Be an LIC agent.”
The film runs in two versions, both of which are identical except that the protagonist is female in one and male in the other.
Gautam Pandit, senior partner and executive creative director, RK Swamy BBDO, said, “The objective of the film is to convince educated youngsters to become LIC agents as it’s a good career option and they can now work and earn on their own terms.”
Client: LIC of India
Creative agency : RK Swamy BBDO
Agency head: Shekar Swamy
Creative director: Gautam Pandit
Copywriter: Vikrant Dange, Chacko Verghese
Account management: K V Sasidharan, Ramamurthy Iyer, Manoj Nair