How ICICI Lombard plans to drive the Motorbike Helmet emoji campaign

The unique campaign aims at getting the maximum number of people to sign a nationwide petition for launching the emoji

e4m by Misbaah Mansuri
Updated: Feb 20, 2020 2:58 PM


ICICI Lombard

The days when marketing for financial services was seen as monotonous seem to be long-gone. Today, it’s about not only purposeful advertising but also the brand’s ability to walk the talk.

 For instance, the general insurance company, ICICI Lombard, which has been committed to the issue of Road Safety for the past four years, decided to step up its work in the area of Road Safety by introducing a ‘Motorbike Helmet Emoji'. For the same, it has filed a petition which will then be submitted to Unicode, the body which launches emojis.

 The initiative is born out of the fact that two-wheelers accounted for the highest number of road accidents in India. In 2018, over 20,000 two-wheeler deaths were attributed to non-wearing of helmets. The grim statistics prompted ICICI Lombard to unveil a first-of-its-kind campaign for a helmet emoji in the interest of road safety.

 According to Sanjeev Mantri, Executive Director, ICICI Lombard General Insurance, even though road safety is one of the biggest concerns that the country faces -- with the number of accidents and fatalities -- there is still no expression to convey ‘Ride safety on bike’. “One of the largest dangers is the increasing number of deaths by accidents on two-wheelers. We ourselves are in the business of insurance and we hear of these every day. We felt very strongly about it and decided to do something. I think a brand like us will definitely play a big role,” Mantri said.                                             

To get this emoji approved, the brand plans to bank on digital and social mediums like Facebook, Twitter, WhatsApp, etc.

 “We believe that they are the most important platforms because the reach that comes out of this medium is unparalleled. The youth, whom we want to reach out to, are on mediums like WhatsApp where they spend 5-6 hours. It is a 15-20 second process they can sign this petition which will help us to get the emoji done,” he shared.

 The campaign aims at getting the maximum number of people to sign a nationwide petition for launching the emoji. It will use crowdsourcing to encourage people to come forward and sign the petition. The petition was signed by Bollywood actor Sidharth Malhotra.

The tagline — Sign karo petition, aur banao mujhe bhi Emoji — will help create awareness about the movement, stress on the importance of road safety among bikers and generate conversation about riding safety among people as well as on social media.  

 The company plans to send it to its policyholders so that they can sign it and use it. “We do believe that today’s youth relates more to signs, symbols, emojis. So we wanted to use the star of today’s youth to communicate with them.  Whatever it takes to make it successful over the next 45 days to two months, we will do that,” Mantri asserted.

  ICICI Lombard’s unique petition is aimed at impressing upon the Unicode Consortium, a US-based non-profit organisation responsible for maintaining and publishing the Unicode Standard, highlighting the urgent need for a Motorbike Helmet emoji to add to the larger cause of road safety, especially among two-wheeler riders and their loved ones.           

 Link to sign the petition-

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