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Ad Craft: Investing in life's Plan B with ICICI Lombard

22-February-2012
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Ad Craft: Investing in life's Plan B with ICICI Lombard

John Lennon had once said, “Life is what happens to you when you are busy making other plans.” In our busy lives while we calculate the risks and challenges of our jobs and our projects, we often forget to plan for unforeseen events that may change the direction of our lives. Taking forward this idea, ICICI Lombard has launched a new campaign promising to partners for Plan B in invertors’ lives. While Plan A can go awry anytime, ICICI Lombard is the Plan B that ensures that Plan A goes on uninterrupted even in the face of life’s unexpected eventualities.

The Brief

Talking about the objective behind the campaign and the target audience, Shankar Nath, Marketing Head, ICICI Lombard, said, “The basic idea behind the campaign was to establish ICICI Lombard as the customers’ Plan B in a highly cluttered and commoditised general insurance industry. The communication has an everyday life story as we wanted the target customer to engage with the brand at a higher level to be recognised as a distinct brand in the market.”

 

Sharing the creative insight and execution strategy, Ramki, Creative Director, Cartwheel, the agency that has developed the communication for the campaign, said, “The main brief for us was to develop a new brand positioning for ICICI Lombard across the product categories that it operates in, on the platform of Plan B and make ICICI Lombard stand differentiated in the commoditised market of general insurance. Our story of a daughter playing violin and her father looking at her with a desire of buying the violin happens in every family. We did not want to show fatal accidents and disastrous encounters, but tell a sweet story with a happy ending. There will be more ads on the same idea and we would keep our messages sweet and memorable.”

The Execution
The ad opens with a man shopping at a mall. He notices that his daughter is missing. He finds that she has gone into a music shop, picked up a violin, and started playing. A small crowd gathers around to listen to the girl playing violin. The father looks at his daughter dotingly, wondering if he can buy the violin for her, which is priced at Rs 42,000. The next day, we see the father at the mall again, alone this time, going towards the music shop to buy the violin. But he suddenly falls and lands at a hospital wih a fractured leg. The father, however, is not worried as while he paid for the violin for his daughter, his hospital bills are covered by ICICI Lombard. The voice over: ‘Taaki aapke Plan ko zindagi ki nazar na lage’, establishes the creative message behind the campaign.

The Media Mix
The current communication idea will be the umbrella thought for all the products from ICICI Lombard’s portfolio from here on. A motor insurance TVC developed on the same lines will be launched by the brand in a few days. Started from the second week in February, the current campaign will run for five weeks. The TV campaign has been followed by a radio campaign and is also visible on the cinema and digital mediums.

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