ICICI Lombard launches a digital campaign urging people to practice a safe Diwali

The insurer in collaboration with the firefighters of Mumbai is communicating the message via a song sung by the real firefighters.

e4m by exchange4media Staff
Updated: Oct 30, 2019 2:53 PM
ICICI Lombard Diwali Ad

As Diwali has become synonymous with incidents of fire in the recent past, ICICI Lombard, the non-life insurance company of India in collaboration with the firefighters of Mumbai has launched a digital campaign advocating the practice of a `safe and happy,’ Diwali without compromising on the spirit of celebration.

The campaign is conceptualized and executed by Ogilvy, the creative agency for ICICI Lombard. The video is being promoted across ICICI Lombard’s social media assets and digital platforms. The safety promotion digital initiative is in line with the company’s focus to go beyond the traditional role of insurance to make customers opt for the right choices for themselves and their loved ones.

The communication has opted for a very eclectic ‘lyrical storytelling’ as a medium of expression. The lyrics of the song, convey the safety guidelines, the dos and don’ts while bursting firecrackers. The campaign is a montage of firefighters singing an Aarti giving out fire safety instructions. 



ICICI Lombard has been consistently developing topical communiqué in its attempt to get consumers to #DoTheDifficult by keeping difficult promises. ICICI Lombard has been developing a series of heart-touching awareness campaigns based on their adage “Nibhaye Vaade” since the past four years. 

Speaking about the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard said, “When you read something you tend to forget it very quickly. You see something, over time you may retain a few bits of it. But, if you hear a song, it will tug at your heart and you might end up humming it for the rest of your life. Since we all know the Aarti, ‘Shubh Deepavali Saavdhaan’ is our new fire safety mantra. The lyrics of this song are quirky and are performed by bonafide firefighters of Mumbai. The fire safety instructions, coming from the real-life heroes make you pause and think for a moment. So, this Diwali we would like to urge everyone practice a safe Diwali. Here’s wishing everyone a Shubh and Saavdhaan Deepavali.”

Ogilvy Mumbai, Group Creative Directors, Talha Bin Mohsin and Mahesh Parab expressed, “Diwali is not just a festival in India. It’s a time when friends come over, families reunite and fun follows. But there is a darker side to the festival of lights. Fire accidents shoot up considerably during the time of Diwali causing loss of life and property. So, this Diwali we wanted people to be safe by following some simple safety instructions. But we realized that safety instructions can be dull and boring especially on a day filled with fun and joy. So, we gave it a twist of a Diwali Aarti being sung by real firefighters. Thus, these unsung heroes who sacrifice their Diwali to answer the call of duty and keep us safe, became the brand ambassadors of a safe Diwali.”

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