iProspect India, the digital agency from Dentsu Aegis Network, has conceptualised and executed a digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.
The two and a half minute video, captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realise that it’s only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile onto their faces.
Commenting on the initiative, Sanjeev Mantri, Executive Director, ICICI Lombard, said, "India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70 per cent of two-wheelers ply on roads without any insurance cover. At ICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies. We are encouraged by the response to our initiatives in the social media space in this regard. We will continue to innovate and develop effective communication tools and thereby ensure that our customers and their vehicles are well protected with comprehensive insurance policies.”
Expressing his views on the campaign, Vivek Bhargava, CEO, iProspect India, said, “In the recent past we have increased our focus on generating creative digital solutions, especially through engaging content and storytelling. The ICICI Lombard video is a great example of our efforts on this front. Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that audiences can relate to and has scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. Digital has become the driver of most brand campaigns and this is only slated to grow.”
Jahan Vandrevala, Senior Strategist, iProspect India, said, “Instead of being preachy or informative, we thought of creating a moment of realisation instead. When brands spend millions to advertise through a TVC, this tactical approach proved to be more effective and efficient. The fact that ICICI Lombard readily went with our vision for the campaign is much appreciated.”