Protection Insurance for a Nation of Worriers

Asia is the largest continent in the global life insurance segment, accounting for 38% of premium collected in the year 2016. However, India has been amongst the largest highly under-penetrated insurance country. (Swiss Re Institute Sigma No3/2017 Report).


  • Macro-Level - India itself being a lowest penetrated insurance market, it was important to educate the masses on a specific insurance solutions vertical – PROTECTION

  • Micro-Level - Considering that other bigger insurance players had much wider protection product portfolio and stronger distribution network, it was important to position ABSLI as a brand that understands the specific protection requirements of the customers and provides need-based solutions


  • Promote the protection insurance solutions as a strong tool to mitigate financial uncertainties in lives
    Create a distinct positioning for ABSLI and supplement its go-to-market approach in promoting its protection solutions

Planning & Execution


  • Bringing alive the merits of ‘protection solutions’ to mitigate financial uncertainties of individuals

Work Showcase:

  • The public relations campaign focused around 3 communication pillars: Identifying the protection gaps - Educating individuals on protection requirements - Bridging the gap through need-based protection solutions

Identifying the protection gaps

  • Launch of the Protection Survey - Strengthening ABSLI’s thought leadership in the Protection category, a survey across 7 cities was launched that garnered immense visibility across publications in the country. This included a full page unpaid infographic in Economic Times Wealth.

Educating individuals on protection requirements

  • Series of Authored Articles - created and enhanced awareness on need-based protection solutions through authored articles in CAT A publication across 56 markets

  • Leveraging Marketing Campaign - ABSLI got positive media coverage around the Launch of ABSLI’s brand new TVC- provoking you to think - What are you afraid of?

Bridging the gap through need-based protection solutions

  • Organised 7 Press conferences in metros & tier II markets, highlighting region-specific insights on the protection-gaps and recommended solutions accordingly, covered 15 markets through select media interactions, press release and garnered 500 clips.

  • Launch of CritiShield Plan – The plan garnered mileage across the country in every prominent newspaper. Press release disseminated across 15 centres

  • ABSLI Life Shield Plan was launched across 16 cities garnering media coverage across cities especially in the Tier II and III towns

  • Launch of Guaranteed Milestone Plan and Income Shield Plan received mileage across countries’ eminent publications reaching out people in more than 17 cities
  • Aditya Birla Sun Life Insurance further strengthens its protection portfolio; launches ABSLI DigiShield Plan

  • Aditya Birla Sun Life Insurance expands its protection portfolio by launching Income Shield plan and promoting it in 15 cities

Effectiveness / Results

Business Outcome

  • In Protection category, ABSLI successfully witnessed 52 percent surge in Number of Policies in key metros and 143 percent surge in non-metros for the period FY17-18

Public Relations Outcome

  • ABSLI reached out to 95 million Indians in the said financial year through Press Outreach alone

  • Witnessed balanced media outreach in metros and non-metros contributing to 52 percent and 48 percent respectively

  • Majority of visibility in Print came from Regional Dailies (54%) followed by English Mainlines (22%), Business Dailies (20%) and finally Magazines (4%).

Communication around protection category was highest in the industry with 51 percent of the overall share of voice

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The Campaign Asia-Pacific Team