Who’s Up for Some Friendly Competition?
LIC, the name forever etched in the hearts of every true Chennaite, an Identity so goated that even movie songs were shot around that massive building. And for a marketer, LIC is a beacon of learning.
Because they were the pioneers of Influencer marketing even before it was a word. Every family had a LIC insurance seller and they were those uncles and aunties who constantly ask about our marriage, kids and retirement and tie those conversations back to an LIC policy that covers those areas.
Now coming to the main story, if you’re part of Chennai Marketers Circle (CMC), then you would know that we are very active in our WhatsApp grp, where we share anything and everything interesting to our marketing eye. One such ad was shared by Arjun Sathish, the branding head of Kaveri hospital. He had shared a LIC ad where they used the concept of LIC agent being a family member.
"At every family gathering and function, there would be those aunties/uncles convincing every person walking to buy a policy, so much that we would run at the sight of them."
In fact, it is accepted that if you’re a housewife or looking for some side income, become an LIC agent to earn some pocket money. Coming back to story, once Arjun shared the image, host of conversations followed including a story where LIC policy purchase was part of Vishu Kaniettam. This conversation prompted CMC’s founder Prabhu Krishnamoorthy to announce a copy writing competition and he also made a page for entries submission and voting.
And that’s when the flood gates opened, everyone in the group started generating LIC ad copies from their perspectives like a pensive note, empathy for others, generational handover, the caretaker, the badgering uncle, proposal prop, find the differences and so many more.
We had vibed so much, that a Bangalore Marketing WA club started talking about us. And our CMCians didn’t stop, they still kept creating as this competition gave us a break from our everyday grind and we had absolute freedom in creating it.
So, if you’re a marketer looking to be part of such community, come join us because we are always “One for all, all for One”.