ICICI Prudential Life has recently released its first viral campaign with a video on Betano1.com. The video spoofs old Bollywood movies with an ailing mother and her devoted son using the financial product to his advantage. The viral had been doing the rounds since early December 2007 and had received over 2 lakh hits, claimed a note from the company. The animated video has been created by the Contests2win.com team.
The note from the company further stated, “Keeping in mind the growing popularity of the Internet and the viral format of communication, the company explored the route to share its key messages as part of its category campaign for health solutions. With the element of humour intact – a necessity for a successful viral – ‘Beta No. 1’ is a spoof on the popular Bollywood theme combined with the key message of the company on health insurance. The viral brings alive an earnest son doing whatever he can to save his dying mother. The twist in the same old tale is where the true hero comes in – ICICI Prudential Life’s health solutions – to save the mother.”
The ‘Beta No. 1’ viral is reported to be in sync with ICICI Prudential Life’s philosophy of communicating its messages in a positive tone and in a more customer-friendly manner. The company has differentiated its creative communication by always emphasising on the positives of life in all its campaigns, and also at times utilising humour.
“For Contests2win, the agency involved in ideating and implementing the viral, the brief was to inform the customers that a serious illness can happen to anyone anytime. Therefore, the communication task was to clearly state that everyone needs a long-term health cover, as a critical illness can strike anyone. The execution of the creative was effectively carried out by incorporating a very common and melodramatic theme from Bollywood,” the note further said. As part of its campaigns, ICICI Prudential Life Insurance advertises through banners and strip-ads in the online space.