'Prepare today to win tomorrow' is the mantra behind ICICI Prudential Life's new campaign
The multimedia campaign aims to promote the brand’s innovative health insurance product
When dealing with most crucial things in life, it’s always better to prepare oneself, especially when it comes to health matters. With this thought in mind, ICICI Prudential Life Insurancehas unveiled amultimedia brand campaign to promote its innovative health insurance product - ICICI Pru Heart/Cancer Protect.
The brand launched the first phase of the campaign - ‘Agar taiyaari sahi ho, toh jeet pakki hai’ in June’17. The campaign has been created and conceptualized by Lowe Lintas. In the first phase of the campaign, ICICI Prudential Life focused on how the right financial preparation can ensure one gets the claim amount on detection itself to fight against major illnesses like heart disease and cancer.
The new film highlights a coach’s story and takes a closer look at what one goes through, when faced with a challenge like cancer. For such an illness, the road to recovery is long and expensive, and the high treatment costs can become a huge concern. At such a time, getting the claim amount in hand enables one to get the best medical treatment and fight the disease head-on. With this film, ICICI Prudential Life once again reinforces why it is important to prepare today, to win tomorrow.
Speaking about the campaign, Puneet Nanda, Executive Director, ICICI Prudential Life Insurance Company Limited said, “The consumer is always at the center of all our efforts. Amongst Indian consumers today, lifestyle-related illnesses like cancer and heart disease have become increasingly common due to fast-paced lives. Each one of us has seen someone around us who has faced these illnesses. In most cases, urgent medical attention is required – leading to a need for a large sum of money, in a matter of days. At such a serious time, the family should be focused on recovery and not worry about finances. This is the key insight behind our new health plan – ICICI Pru Heart/Cancer Protect. The plan pays the claim amount on detection itself, giving money in hand to make the best treatment possible. It also provides a large cover of Rs.50 lakhs for cancer and Rs.25 lakhs for heart at just Rs.407 p.m. The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like cancer.”
Adding more perspective on the campaign, Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas said, “Through this campaign, we are speaking to our audience and highlighting the role of ICICI Pru Heart/Cancer Protect, an innovative health insurance product that helps individuals focus on their treatment for heart and cancer ailments without worrying about any expenses. Our creative strategy through this film is to talk to our target audiences in a language and tone that they would understand best. We’re confident that the relevant and relatable story of the coach and his team’s battle against cancer will appeal to our target audiences and create a strong affinity for ICICI Prudential Life Insurance.”
The campaign has been rolled out digitally, across various social media platforms, to drive reach & visibility.
Client: ICICI Prudential Life Insurance Company Limited
Client team: Puneet Nanda, Manish Dubey, Ashish Nair, Namrata Ginwala, Sohini Sen
Agency: Lowe Lintas
Creative: Arun Iyer, Narendra Yadav, Vijay Assudani
Account Management: Shantanu Sapre, Vivek Parasuraman, Pushkaar Kshirsagar, Priyam Katakia
Planning: Aditi Patwardhan, Gursimran Singh
Production House (Director): LinProductions (Shlok Sharma)
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