MAM
Mudra’s DBS designs LIC’s new portal
MUMBAI: Digital Branding Solutions (A Mudra Group venture) has designed a new website for Life Insurance Company (LIC) – www.licindia.com.
The e-portal was launched by Indian finance minister P Chidambaram.
Mudra Marketing Services CEO R Lakshminarayanan said, “The vital need to develop a web portal for customers, agents and prospects led LIC to approach DBS for this assignment. The new, smart portal will enable visitors to access all information about LIC in general, including, products and services. Apart from this the portal offers interesting services like a premium calculator to calculate the premium payable for any choice of plan, term and age.”
LIC’s new-look, new-feel website promises a new experience for visitors, customers and agents. Tribal DDB India country head and Digital Branding Solutions general manager C V S Sharma said, “The idea was to ensure that the brand heritage of LIC and the brand promise was maintained while making the site more ‘savvy’ and increasing the usability factor. The changes include even rewriting policy statements.”
LIC corporate communications head Thankom Mathew said, “DBS has done a brilliant job given the extensive scope of work and tight deadlines. We have been receiving tremendous positive feedback about the new-look site which has extensive features for policy holders, agents and prospects.”
This customer portal is available to 180 million policy holders in India. In the present phase, the portal will provide access to agents in Mumbai, Thane, Pune, Chennai, Hyderabad, Bangalore, Kolkata, Kanpur, Bhopal and Delhi. LIC is also toying with the idea of increasing the number of its satellite branches.
MUMBAI: Not every bright idea lights up the room, sometimes it’s the wrong wattage turning your cosy nook into a glaring interrogation cell. Crompton Greaves Consumer Electricals Ltd. is flipping the switch on that mindset with its fresh integrated campaign, ‘Every Space Bright & Right with Crompton Lights’, unveiled on 18 February 2026. The core message? Homes aren’t one-trick ponies anymore, they’re offices, chill zones, kitchens, and entertainment hubs yet lighting decisions still boil down to “brighter is better”, leaving glare, shadows, and mismatched vibes in their wake.
The campaign calls out the overlooked truth, every space deserves illumination that fits its purpose, not a blanket blast of lumens. It nudges consumers away from generic brightness towards thoughtful choices that enhance comfort, mood, and function whether warm decorative glow for family dinners, focused task lights for cooking, softer ambient for bedrooms, or welcoming outdoor spots for the entrance.
Crompton Greaves Consumer Electricals Ltd. chief marketing officer Tanmay Prusty put it plainly, “At Crompton, we start with a clear understanding of how consumers live today. Homes are no longer static spaces, they have become workplaces, entertainment hubs, and places to unwind. Yet, lighting is still often chosen only on the basis of brightness. Through this campaign, we are encouraging consumers to think beyond brightness and choose lighting that is aligned to the purpose of every space.”
To hammer the point home, Crompton dropped a striking short film crafted with generative AI. It opens on familiar domestic scenes dinner chaos under harsh overheads, dim entrances that feel unwelcoming then rewinds the tape with purpose-matched upgrades, balanced living-room warmth, kitchen precision, bedroom calm, and outdoor flair. The reel wraps with product highlights and the tagline, driving home how Crompton’s broad indoor-plus-outdoor portfolio (think advanced features, intuitive designs) can transform everyday experiences.
Amplification is going big, digital, OOH, print, cinema, influencer tie-ups, plus eye-catching large-format branding at key South India airports. It’s a full-court press to reach urban and emerging households rethinking their lighting game.
Whether you’re binge-watching in the dark or squinting over a recipe, this campaign’s reminder is spot on: the right light doesn’t just brighten a room, it makes the space feel right. In a world of smart homes, why settle for dumb lighting?
