A Brand Of ‘Old Trust’

Life is a four-letter word. So is fear. Life Insurance Corporation of India is a brand that deals with both. This brand is a behemoth both in terms of the width of reach and image – an image of solidity, trust, repute, respect, and literally a sovereign status that competes with the central bank of the country – Reserve Bank of India. LIC is solid as the promise on the Indian currency note. This entity was put together in the wake of nationalisation of the Indian insurance industry, with a clutch of 245 insurance companies and provident societies, way back in 1956. Ever since LIC has delivered to the expectations of Indians. With reliability and care, the brand has truly lived up to its long-standing slogan -“Yogakshemam Vahamyaham” (your welfare is our responsibility). The very logo, representing the protective hands gently circling a lamp, evokes trust. This...