There was a time when insurance was looked at with a lot of apprehension and contempt. But the scene has changed today with the insurance industry booming rapidly. Despite the clutter in the field, insurance companies have managed to create a differential positioning, which can be credited to aggressive integrated communications approach adopted by them.

This article highlights the current trend in insurance advertising. It focuses on the effective advertising strategies of various insurance companies, which have attracted not only the customers but even the biggest of corporates, making insurance a prosperous preposition.

One of the recent surveys conducted by AdEX India, reflects that insurance advertising is rising at an alarming pace. If figures are to be believed, the sector has shown a whooping 84% rise in television advertising since November 2004. Life Insurance Corporation with a 27% ad spend continues to be the indomitable leader.

No other sector has witnessed such intense rivalry as displayed by the insurance sector in the past couple of years. Despite the clutter, the sector seems to be growing exponentially. The rapid fall of the joint family system, liberalization, success at an early age, struggle for a settled life and a realization of the fact that traditional social security systems like the bonded family and the bankable formula of pension from a government job no longer excites generation X, are to an extent responsible for this revolution. The entry of giants like Tata, Birla and now Reliance joining hands with AMP-Sanmar, has only added to the potential, inviting more and more investors both at home and abroad to wrest alliances and launch themselves.

Advertising Express Magazine, Insurance Advertising, Life Insurance Corporation, Television Advertising, Customer Awareness, Insurance Sector, ICICI Prudential Life, TATA AIG Life Advertisement, Allianz Bajaj, Life Insurance Sector, ICICI Retirement Benefit Plan.