Following its ‘Jeetey Raho’ campaign, ICICI Prudential Life Insurance has taken another step towards focussing on the message of ‘Retire from work, not from life’. The commercial has been directed and conceptualised by R Balakrishanan from Lowe, and has been produced by Mad Entertainment.
On the objective and the thought process of the campaign, Sujit Ganguli, Senior VP and Head-Marketing, ICICI Prudential Life Insurance, said, “This year’s campaign aims at inducing the customer to take action and start planning for his or her post retirement lifestyle by calculating the cost of their post-retirement needs, which is called the ‘retirement number’ in the campaign. The main objective of the campaign is to get people to understand that whatever their retirement dreams may be – big or small – there is a cost attached to it.”
From the creative point of view, Ganguli was of the opinion that the retirement solutions campaign was meant to address the rationale of taking action for building the necessary corpus for one’s post-retirement needs.
The trigger for the category – retirement- is through the alarm clock, which symbolises the beginning of a workday for all working people. It is the one thing that people do not like and wish to avoid on holidays, and even when they retire. Having established the context, the film takes forth the idea of the ‘retirement number’ required to meet each aspect of the dream, through a calculator. All this is done through a banter between a husband and wife, and ends with ‘Jeetey raho’.
According to Ganguli, the company’s research showed that most working people did not specifically plan their savings towards retirement, and believed that their current savings would be enough, or believed that their children would take care of them. He added, “ICICI Prudential Life felt that that there was a strong need to communicate that retirement planning is essential to live life comfortably after retirement.”
He further explained, “The marketing strategy is to generate adequate understanding among people on the need and importance of early retirement planning. And through our retirement solutions campaign we aim to generate awareness on the various retirement solutions available to plan one’s retirement in a systematic manner.”
In order to maximise visibility for the retirement solutions campaign and generate awareness on the need for early retirement planning, a mix of various media like TV, Press, outdoor and radio have been used. The campaign will be on air for a period of four weeks and will continue till the first week of November.