About ICICI Prudential Life
ICICI Prudential Life Insurance Company Limited (ICICI Prudential Life) is promoted by ICICI Bank Limited and Prudential Corporation Holdings Limited.
ICICI Prudential Life began its operations in the fiscal year 2001. On a retail weighted received premium basis (RWRP), it has consistently been amongst the top companies in the Indian life insurance sector. The Assets Under Management (AUM) on 30th June 2022 were `2,300.72 billion.
ICICI Prudential Life offers long-term savings and protection products to meet the different life stage requirements of our customers. In FY 2015 ICICI Prudential Life became the first private life insurer to attain assets under management of `1 trillion. ICICI Prudential Life is also the first insurance company in India to be listed on National Stock Exchange (NSE) and Bombay Stock Exchange (BSE).
Objective
Maximum media exposure on ICICI Prudential Life’s announcement of an annual bonus of ` 968.8 crores for FY2022 to all eligible participating policyholders.
About the announcement
ICICI Prudential Life Insurance had announced a record annual bonus of ` 968.8 crores for the policyholders. All participating policies in force as of March 31, 2022, were eligible to receive this annual bonus, which was added to the policyholders’ benefits. Almost a million participating policyholders benefitted from this, taking them closer to achieving their long-term financial goals. The range of innovative participating products offered by ICICI Prudential Life Insurance provides customers both comfort of capital guarantee and growth in the form of declared bonuses. It also provided financial security to the family by way of a life cover.
Challenges:
- Reaching out to the media and explaining to them about the announcement
- To ensure coverage in top publications- both print and online
- To ensure equal coverage from all the markets
PR Strategy / PR Tools used:
- A well-written press release was disseminated in the media
- Continuous follow-ups
Result:
- The press release was well received by the media
- Several top newspapers such as Hindustan Times, Dainik Bhaskar, Dainik Jagran, Pioneer, etc., covered the announcement news
- 180+ coverage was garnered on this announcement from all the markets.
Coverage
