As LIC Nomura transitioned into LIC Mutual Fund, the brand faced a deeper challenge than visibility.
It needed to step out of its legacy skin without losing the trust it was built on.
The problem was not credibility.
It was perception.
LIC Mutual Fund had to signal change and modernity while reassuring a younger, financially aware India that trust still sat at the core of the brand.
The work focused on
We led the brand transition from LIC Nomura to LIC Mutual Fund, starting at the very core. From shaping the new logo and visual identity rooted in the lotus symbolism, to building a full IMC system across print, digital, outdoor and on-ground assets. Every touchpoint was designed to feel optimistic, contemporary and reassuring, while staying true to the trust LIC stands for.
The campaign helped establish a clear, modern identity for LIC Mutual Fund post rebrand, without breaking continuity.
It strengthened recall among a younger investor base while retaining confidence with existing audiences.
The idea and tagline became deeply embedded and continue to be used today, long after the launch, as a lasting expression of the brand.
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