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ICICI Prudential taps the radio medium

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ICICI Prudential taps the radio medium

Owing to radio’s penetration in tier II and tier II cities, Banking, Financial Services and Insurance (BFSI) sector has always placed radio at the top in their marketing mix. The medium is a reliable tool to communicate with the major chunk of investment driven people who tune into radio while commuting.


To ride on the festive season this year, ICICI Prudential child plan launched a pan India radio campaign promoting ‘Education ka gift’, with ICICI Prudential Child Plan.

Aiming to bank on the festive season to up sales of their child plans, the brand launched the campaign ‘Education ka Gift’ across television and radio platforms. According to the advertisements, the plan is a perfect gift for a child for the company will pay all the premiums in case of death of the parent.


“We wanted to shift the perspective on the gifting behaviour in a way the parent looks at gifting. Gift of education given through our child plans is the best a parent can provide for his child. So, we said, ‘this festive season, gift the BEST GIFT to your child - Education ka gift’.  As the offering was very simple and relatable, we saw the potential of this thought being the brand differentiator during the festive times,” said Manish Dubey, SVP and Head – Marketing, ICICI Prudential Life.

In line with the television commercials, the brand has launched a series of radio ads that say ‘iss tyohar apne nanho ko de sahi gift – Education ka gift’. The campaign will be on air for four to six weeks and coincide with the festive season.


ICICI Prudential has been active on radio for the promotion of its various other products. The ‘Education ka gift’ campaign has been launched pan India with a major chunk reserved for radio.

Developed by ICICI Prudential’s creative partners Lowe Lintas, there are a number of ads under the campaign umbrella. The campaign has about six to eight creatives to retain its freshness and to bring in the story from different angles.


According to Dubey, the campaign changes the whole perspective on gifting. “We have maintained the context of things that children (and parents) do during the festive time. We have also used multiple angles around festivals to enter the dialogue with the consumer,” he added.


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