“Sabse Pehle Life Insurance” campaign goes Pan-India

In a massive, unified effort to address India’s persistent life insurance penetration gap, the Life Insurance Council has launched a large-scale, pan-India OOH (Out-of-Home) awareness campaign under the powerful tagline, “Sabse Pehle Life Insurance” (Life Insurance First). The initiative is a collaborative effort by 24 of India’s leading life insurers, aiming to fundamentally shift the public’s mindset to recognize life insurance as an essential foundation for financial security.  

The campaign’s physical presence is impossible to miss, with a significant splash on billboards, hoardings, and digital screens across more than 40 cities in India. These prominent displays feature the simple yet impactful slogan, urging citizens to prioritize life insurance before all other financial decisions. The visual messaging is crafted to resonate with a diverse audience, focusing on the emotional core of financial planning: protecting the dreams of loved ones. 

The OOH campaign directly confronts a common consumer behavior: the tendency to prioritize investments for wealth creation—such as mutual funds or real estate—while neglecting the foundational protection that life insurance provides. The creative, which is visible in high-traffic areas, simplifies the purpose of life insurance, making it relatable to everyday life goals like a child’s education, retirement, and homeownership. The campaign’s physical presence is designed to be a constant reminder, reaching deep into India’s hinterland from urban metros to smaller towns and villages. The collective message across these physical touchpoints positions life insurance as the first and most critical step toward a secure and protected future.