ICICI PruLife's retirement solutions has come out with a multimedia campaign. It is, perhaps, the first life insurance company to have a TV commercial for a specific category. Besides television, the campaign also consists of other media like print, outdoor, cinema and Internet.
Though the tagline "Retire from work, not life" runs across the mediums, execution is different. The print ad handles the issue more rationally, and the crisp message conveys the need to have a retirement plan. It emphasises the fact that early planning ensures adequate income post-retirement and hence one need not sacrifice the things they enjoy in later life
Audiovisual ad shows a 35 year old opting for retirement solutions. The message, of course, is clear. Internet ad is interactive and a click on the banner leads to a form that one can fill and submit.
The channels chosen to air the commercial are all the channels from Star stable, Zee English and Zee News. While in print, the company has opted for national dailies and business dailies, besides business magazines.