The Life Insurance Council, the unified body representing all life insurance companies in India, has rolled out a massive PAN-India OOH campaign designed to redefine how the public perceives life insurance.

Traditionally seen as a tax-saving tool or post-retirement fallback, life insurance is often undervalued in terms of its true role as a shield of financial security for families. This campaign is set to challenge those outdated notions and showcase life insurance as a dynamic, future-proof solution for every Indian household.

With this bold OOH drive, the Council aims to spark new conversations, increase awareness, and push life insurance into the mainstream of financial planning.

? Location Strategy: National Scale for Maximum Impact

The campaign has been executed across metros, Tier-1, and Tier-2 cities, ensuring it reaches urban professionals, middle-class families, and emerging aspirational segments.

• Airports: Targeting decision-makers and frequent travellers.

• Metro systems: Reaching millions of daily commuters in cities like Delhi, Mumbai, Bengaluru, and Kolkata.

• High-street billboards: Dominating premium shopping districts and arterial roads.

• Transit media: Branding on buses, autos, and cabs to ensure mass-market penetration.

• Tier-2 hubs: Ensuring awareness extends beyond metros into India’s growth corridors.

This multi-layered location mix helps the campaign strike a balance between prestige and scale.

? Creative Approach: Life Insurance as Everyday Security

The campaign creatives are built around simple, relatable visuals and messaging that reflect the evolving aspirations of Indian families.

• Taglines focus on life insurance as security, stability, and love in action.

• Visual storytelling depicts everyday life—parents, young professionals, small business owners—making the message widely relatable.

• Bold, clutter-free design ensures visibility even in fast-paced urban environments.

By stripping away complexity, the campaign ensures life insurance is seen not as a distant concept but as a daily necessity and safeguard.

? Campaign Objectives

1. Break stereotypes about life insurance being just for tax-saving or retirement.

2. Highlight its core purpose—financial security for families in uncertain times.

3. Boost public awareness and trust in the life insurance ecosystem.

4. Increase penetration in both urban and semi-urban markets.

? Why This Matters Now

• India’s underinsurance problem: Despite a large population, penetration of life insurance remains low compared to global benchmarks.

• Post-pandemic awareness: Families are more conscious about security and stability, making now the perfect time for a perception shift.

• Growing middle class: A new aspirational generation is entering the workforce, open to financial products that align with long-term goals.

• Trust factor: Outdoor media, with its credibility and permanence, helps reinforce confidence in an industry often misunderstood.

This campaign is not just timely—it’s necessary.

? The MyHoardings Perspective: OOH for Finance & Insurance

At MyHoardings, we view this campaign as a landmark moment for India’s financial advertising space.

✅ Category storytelling – Insurance is usually sold with fear-based narratives; this campaign focuses on empowerment and trust.
✅ PAN-India reach – The mix of metros and Tier-2 cities ensures both aspirational and mass-market audiences are addressed.
✅ High-trust medium – OOH adds credibility to financial brands, especially when seen in airports, metros, and corporate corridors.
✅ Behavioral change push – By going beyond “policies” and into “purpose,” the campaign may drive long-term shifts in consumer behavior.

It’s proof that OOH isn’t just about visibility—it’s about reshaping narratives.

? Looking to Build Financial Brand Trust with OOH?

At MyHoardings, we specialize in helping BFSI brands craft credible, high-impact outdoor campaigns.

We offer:

• ✈️ Airport DOOH for premium reach

• ? Metro branding for urban professionals

• ? Transit advertising for mass-market coverage

• ?️ High-street billboards for aspirational appeal

• ? Custom campaign planning, tracking, and ROI measurement

? Call/WhatsApp: +91 995384-7639
? Email: business@myhoardings.com
? Visit: www.myhoardings.com

? Conclusion: Life Insurance Gets a Fresh Voice

The Life Insurance Council’s PAN-India OOH campaign is a powerful reminder that life insurance is not a product—it’s a promise.

By using outdoor media to deliver simple, relatable, and emotionally resonant messages, the campaign is shifting the narrative away from tax benefits and paperwork, toward what really matters—protection, trust, and peace of mind.

In India’s rapidly evolving financial landscape, this campaign may well prove to be the turning point in how the public views life insurance.