Our interpretation of LIC’s brand philosophy of “Zindagi ke saath bi, zindagi ke baad bhi” was that life is an endless series of birth and death and in between we fulfil our responsibilities. A rather complex and morbid interpretation, one would say. But watch the commercial for the simplicity of the idea and its execution.

tation of LIC’s brand philosophy of “Zindagi ke saath bi, zindagi ke baad bhi” was that life is an endless series of birth and death and in between we fulfil our responsibilities. A rather complex and morbid interpretation, one would say. But watch the commercial for the simplicity of the idea and its execution.