The Challenge
Insurance decisions aren’t made impulsively. They require trust, consideration, and repeated exposure to the right message at the right moment.
LIC wanted to drive awareness across multiple life insurance products, including NavJeevan Shree, Jeevan Labh, Jeevan Utsav, Amritbal and others, among working professionals and family decision-makers across India.
While LIC already enjoyed unmatched trust and scale, the challenge was ensuring each product received meaningful visibility in an increasingly fragmented media environment. Traditional reach metrics could confirm exposure, but they couldn’t reveal whether audiences were truly engaging with the message.
As viewing behaviour shifted towards premium CTV environments, LIC saw an opportunity to move beyond broad reach and focus on a more valuable outcome and sustained attention.
The objective was to build a smarter awareness strategy that could deliver attention at scale, maintain cost efficiency, and continuously improve performance through data-driven optimisation.
Tyroo.TV Approach
Tyroo TV crafted a data-driven strategy with the following key elements:
01.
Premium CTV Environments
Tyroo.TV activated the campaign across a curated mix of premium OTT platforms, OEM homescreens, FAST channels, and brand-safe YouTube CTV inventory, enabling LIC to engage audiences in distraction-free, large-screen viewing environments.
02.
Signal-Led Optimisation
Completion signals and engagement patterns were continuously analysed to identify high-performing environments, content categories, and viewing moments. These insights helped improve delivery efficiency across each campaign phase.
03.
Contextual Audience Alignment
LIC’s messaging was aligned with premium news, business, finance, and family entertainment content frequently consumed by working professionals and household decision-makers, ensuring relevance in high-attention environments.
04.
Continuous Learning Framework
Rather than a one-time media deployment, the campaign was designed as a series of connected learning cycles. Insights from each phase informed the next, enabling smarter inventory allocation, stronger audience prioritisation, and improved efficiency while maintaining CPM benchmarks.
Result & Impact
Across three consecutive campaign phases, Tyroo.TV delivered more than 61 million premium CTV impressions and reached 18.9 million unique households. Continuous optimisation helped improve performance over time while maintaining balanced exposure across multiple LIC products and fixed CPM benchmarks.
