EFU Life Rural Awareness Drive ‘Choti Rakam Bara Kamal’

After a successful launch of the rural awareness drive ‘Choti Rakam Bara Kamal’ in over 30 cities of Sindh last year, EFU Life, the leading life insurer in Pakistan has now launched the second phase of the Awareness Drive in Punjab & Khyber Pakhtunkhwa (KPK).

Mr. Taher G Sachak, CEO & MD EFU Life  stated, that “ the initiative ‘Choti Rakam Bara Kamal’ is a 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’. It signifies the affordability of life insurance to a common man, conveying that with a small amount (Choti Rakam), one can achieve big (Bara Kamal) in life.”

A common practice in rural areas is to take loans for agricultural produce and utilize that loan to buy agricultural equipment, fertilizers 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 deem life insurance as a tool for financial security and a way of meeting their life goals, of saving, investment in their child’s financial planning for needs of education and marriage, and maintaining standard of living in retirement.

The message ‘Choti Rakam Bara Kamal’ is conveyed through a comedy theatre that connects with the audience in an entertaining and thought provoking way. The road show is planned in 30 cities of Punjab & Khyber Pakhtunkhwa (KPK), and will be going into other parts of Pakistan over the forthcoming months.***