In 2016, India’s homegrown insurer LIC and Nomura Asset Management parted from a joint venture. LIC Mutual Funds, the rebranded entity, needed a strong positioning and a fresh new communication strategy to connect with its customers.
We took the challenge of building a standalone identity that superimposes both LIC’s values and its bold journey into the mutual fund’s business.
This involved reshaping the product architecture of over 40+ products and building a composite strategy to both communicate and connect with its customers. Goldmine was also responsible for setting up and managing all social media and digital assets for LIC MF. Inline with the objective, LIC has been able to advocate its values through the communications.