LIC Mutual Fund

LIC Mutual Fund

The Brief

Established in 1989 by LIC India, LIC MF is one of the oldest financial players in the asset management and wealth creation space. In 2016, post a strategic d-merger from their Japanese partners - NAMURA, LIC MF wanted to be positioned among the top 3 Mutual Fund assets of the nation. Unlike industry majors, who had a captive audience of middle-aged clients and were aggressively targeting the youth now, LIC MF was clear in its intent to keep a sharp focus on the youth and young adults while keeping the mid-aged and senior segment as a spill over target group.

LIC Mutual Fund


In their endeavor to be among the top 3 Mutual Fund assets of the Nation, LIC MF wanted to leverage the tremendous “trust” positioning established by the mother brand’s “Zindagi ke Saath Bhi, Zindagi Ke Baad Bhi” over the years and move on to establish a well defined, independent, unique identity for themselves. From re-christening the name post d-merger as well as developing and establishing a fresh brand identity across platforms to defining a more youth centric and relevant positioning for the brand, LIC MF clearly needed to present a dynamic face both internally and externally.

LIC Mutual Fund


PRIMARY - Gain a critical and recognisable foothold in the Mutual Fund environment, dominated by giants like HDFC, Birla Sunlife, SBI, Axis and others.

SECONDARY - Entrenching the new brand identity across markets, consumers, retail outlets and branches pan India, while maximizing the rupee for the client.

LIC Mutual Fund


In an environment buzzing with “transactional” conversations, where financial products only focused communication strategies on wealth creation and security for the future, our 360 degree IMC approach positioned LIC MF as a brand that empowers customers to enjoy their todays without worrying about their tomorrows


Phase 1 chiselled a unique, dynamic, progressive and contemporary identity for the entire basket of products with LIC MF, from the mother brand. Strategically planned, the identity carried forward the core value of trust, growth and purity from the parent - LIC. As part of the strategy, the brand ethos, values and essence were encapsulated in a Brand Book.

Phase 2 gave expression to the brand positioning across media platforms both online and offline, BTL and ATL through the campaign Khushiyan, Zindagi ki.


The PAN India 360 degree Campaign helped established LIC MF’s renewed identity. This identity was successfully resonated across all their 35 business centers and 21 branch offices and brand salience was achieved across all the internal and external communication.

On the day of the digital launch, #KhushiyaanZindagiKi was trending worldwide. It was the day when LIC MF went social for the 1st time in all these years and as of 27.02.2017 boasts of a huge base of followers on leading social media platforms such as facebook (around 65,400 likes), twitter and linkedIn.

LIC Mutual Fund