The goal of this study is to create an effective marketing communication strategy for Aditya Birla Sun Life Insurance in Jabalpur using integrated marketing communication. This project will prop the patronage in elegant positioning and raising its trademark and adding deals of life insurance programs through operative marketing juggernauts. The insurance sector of India was studied by learning about varieties of insurance and how it works. It aided in understanding about the significant insurance players and their demand size in the insurance sector. Description about the company history, work culture, mission, and vision were discussed. In order to understand and identify the causes of Aditya Birla Sun Life Insurance policies’ poor positioning and sales when compared with those of other insurance companies in India, descriptive research and comparative analysis were used to prepare this study. Primary objectives are achieved in the end of the research.
