EFU Life, the leading life insurer in Pakistan with a vision of providing life insurance to all households in the country, has launched a Rural Awareness Drive in Sindh. The initiative 'Choti Rakam Bara Kamal' is the first step to reaching the rural parts of Pakistan to educate people on the many benefits of life insurance, and the financial security that it offers to families.
The campaign tagline 'Choti Rakam Bara Kamal' is linked with the bigger idea of 'Life mein kamal karna zaroori hai' and signifies the affordability of life insurance to a common man and the recognition an individual gets for doing the "kamal" of protecting his or her families future.
A common practice in rural areas is for individuals to take loans for agricultural produce and utilising that loan to buy agricultural equipment, fertilisers and seeds. Once the harvesting season arrives, the individuals use the money from the crop harvest to pay off loans, and for other shorter term needs like buying new motorbike, tractors, or electronics. Very few individuals take a long term perspective and look at life insurance as a tool for financial security and meeting their life goals, of saving, maintaining standard of living in retirement, investment for their child's financial planning for needs of education and marriage.-PR
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