‘Life Insurance Week,’ one of the most effective marketing initiatives of Ceylinco life is to be replicated for a second time this year in a continuation of the life insurance leader’s efforts to expand the size of the market, the company said.
To be observed from February 11-17, the second Life Insurance Week of the country is preceded by a focused, generic media campaign now underway, and will comprise of a series of interactive events in all parts of the country, it said.
Explaining the reasons for the company’s decision to conduct a second Life Insurance Week, Ceylinco Life’s Chief Executive Director R. Renganathan said: “The public response to last year’s Life Insurance Week was most encouraging. This concept helped educate the general public on the importance of and need for life insurance very effectively.”
He pointed out that penetration of life insurance in Sri Lanka was around 10 % and energetic participation of the leading players to drive penetration and expand the life insurance market is particularly important.
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