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Life Insurance Corporation Lanka unveils new communication campaign

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Life Insurance Corporation Lanka Ltd. (LIC Lanka), in partnership with the Bartleet Group of Sri Lanka, represents the world’s largest life insurance organisation in the world – LIC of India. 

LIC Lanka is a dedicated life insurance provider and thereby the focus is only on life insurance and allied products.

With the launch of its new communications strategy supported by its range of product offerings, the company hopes to make life insurance more accessible to all Sri Lankans. The new communication platform will reach out to all Sri Lankans in almost every segment of society due to the innovative, simple, very affordable and people-friendly nature of the policies on offer. This is supported by the security of a trusted and reliable insurance organisation which has already made a significant impression in the local industry. 

At the core of the new communications strategy is the simple yet heart-warming ‘Ant Campaign’, which draws an unpretentious comparison to life due to the insignificant size of an ant in comparison to the greater scheme of things. Yet everyone will agree that even the most insignificant life on this planet such as an insect should not be harmed as it is precious and has an equal right to life. This campaign is based on this simple premise and LIC Lanka’s lifeline will ensure that its promise of life insurance for all is possible. 

LIC Lanka’s new communication campaign ‘Lifeline for life’ easily identifies what it stands for as a dedicated life insurance company, which is ‘Life insurance for all Sri Lankans for life’ which also includes a host of tailor-made solutions for corporate customers and their employees as well. To name a few plans in the product basket of LIC Lanka: Jeevan Ananda, Divyangana, Ashirwada, Aradhana, Niranthara, Prarthana, Swarna, Janatha, Surakshana and a range of other products to suit individual needs that can be obtained through any of their 30 branches around the island.

Soon they will be introducing other innovative and novel insurance products such as the LIC Group Gratuity and other products aimed at expanding the life insurance industry, whilst finally providing all Sri Lankans with the optimised financial security they deserve.

Though they started operations in 2002, LIC (Lanka) Ltd. was in fact operating in the Sri Lankan market since way back in 1956, until nationalisation, but continued to establish expertise and talent for the local insurance sector.  

The Management Development Centre of LIC India in Mumbai was instrumental in training many Sri Lankan insurance officials who later went on to become the stalwarts of the insurance industry. Today LIC Lanka is an established name in the life insurance market of Sri Lanka. With fully-fledged branches at over 30 locations around the Island, LIC (Lanka) Ltd. has introduced a range of sensible, simple and very affordable life insurance products to enable all Sri Lankans to enjoy the security of life insurance throughout their lives.


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