Insurance industry has evolved as a service industry and is booming in India right now. How to create demand/attract customers is the question before every insurance company. Product differentiation has been looked into by the insurance industry to pull demand. Market-oriented and persuasive communication is being used by the insurance sector. These companies are using attractive headlines pictures and catchy slogans to create awareness and inculcate rationality in the selection of insurance company. This gives scope to probe into the features of slogans the use of rhyme factor and its significance and the focus of key benefits through the use of slogans.

Holding onto valuable customers and attracting new ones is a never-ending challenge. How to increase customer consideration of the product improve customer acquisition and reduce customer churn are questions revisited everyday. Insurance business like most other financial service business revolves around the trust built by the marketer. So most of the insurance companies in India try to win the customer's confidence by advertising how well-established is their business and also their years of experience in the industry. Again the scope of insurance increases with more private and foreign players entering the market.

They are using various marketing strategies to pull the demand in the market like adding new products new services using `attractive slogans' and so on. The study is simple but analytical. It enlightens about the size of the slogan and the relationship between size of slogan and the presence of rhymes size of the slogan and the key factors focused the most likely size median size and mean size of the slogan consistently levels category wise and key factors (focused) wise and so on. Therefore the study is useful to the top management of the company to prepare and structure their slogan to make their advertisement effective.

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