On occasion of India’s 60th Independence Day, LIC, India’s most trusted Insurance company, wanted to establish a patriotic connect with its customers. The challenge was to create a platform that stands out amongst competing brands and the patriotism hoopla. We re-hauled the LIC Website, integrating Google Maps with it, to allow users to express their patriotic spirit by hoisting a flag where they stay! Whilst doing so, we sought to identify Indians who care – for their country, and people who were more likely to value, protect and insure their family. Over 20,000 users registered in 12 hours!