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Home » OOH News » LIC reinforces looming presence in Kolkata with building facia branding
LIC reinforces looming presence in Kolkata with building facia branding

By Nabamita Chatterjee - May 09, 2014

The insurance major has branded three prominent buildings in Kolkata -- Jeevan Deep Building on Chowranghee Road, Bombay Mutual Building on Brabourne Road, and LIC Building on 24 C R Avenue

Insurance megalith Life Insurance Corporation of India (LIC) has branded three of its prominent buildings in Kolkata. Balaji Ads executed this branding initiative on the insurance major's Jeevan Deep Building on Chowranghee Road, Bombay Mutual Building on Brabourne Road, and LIC Building on 24 C R Avenue. For this branding exercise no external structure was used; instead the agency used laser transfusion technology and high-quality adhesive to keep the flex wrinkle-free and insulated against exposure to the elements.

Commenting on this branding activity, Tapan Arandhara, Regional Manager (Corporate Communications), Eastern Zonal Office, LIC, said: "LIC has properties in prime locations in all major cities in India. We possess many heritage buildings.  We wanted to make people aware of this and communicate that LIC is not just another insurance company but is a part and parcel of culture and history as well. We also wanted people to be aware and appreciate that these buildings belong to LIC.”

Arandhara added: "Insurance is based on good faith and trust, and relationship. We wanted to focus on these subtle aspects of life, and make our presence felt all over the city. Hence the attempt. This is not the first time such branding activity has been done in this zone. We had taken a conscious decision two years back to brand all our buildings in Kolkata prominently so that our presence is felt throughout this vibrant city. We have already branded our major buildings like Hindusthan Building, Esplanade Mansion, Metropolitan Building, Rallis' Building, etc., in the last two years. You would have also noticed the LIC branding of C R Avenue from Esplanade to Shyambazar. This is an ongoing process.”

The displays are eye catching, and attractive which is adding value to the property itself. Interestingly, the content of displays on these buildings are not product advertisements. LIC wanted to touch the areas of mutual understanding, responsible relationships and family bonding. The message has an appeal to the people of all generations, making them aware of the role life insurance can play in meeting the long term needs of life.


"We have a plan to extend this concept to the other properties in other important cities of various states under our East Zone. We have already branded the Investment Building in Guwahati. We want to make our visual brand presence far-reaching and stronger in the coming years,” signed off Arandhara.
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