ICICI Prudential rolls out 'Bande achhe hai' campaign
Lowe Lintas conceptualised the campaign with an emotional connect with the need for insurance
BestMediaInfo Bureau | Mumbai | February 19, 2013
Lowe Lintas and Partners has conceptualised and executed a new campaign for ICICI Prudential with an aim to glorify the provider and communicate that there are so many 'good' men around who are doing the best they can for their families and setting an example of how a 'gentleman' should be. The creative by Lowe Lintas is 'Bande achhe hai' which is a colloquial term to describe the proverbial 'good man'.
In a scenario where majority of advertising in the insurance category is around functional claims and investor education, the emotional ground that the category has held for many years seems to have been vacated temporarily. It was in this context that Lowe Lintas felt it must once again communicate why ICICI Prudential is so different. The brand claims to be different because it understands the exact emotions and feelings in the Indian's man's life vis-à-vis his family.
As always, for ICICI Prudential the challenge was to communicate this thought positively and in a light hearted tone. The ad is heart-warming. The challenge for the brand was to continue with the warm and emotional tonality with a new and contextual story that would help it reclaim the emotional high-ground it had occupied since its launch. ICICI Prudential communication has always been the about the role of the provider and protector of the family.
Manish Dubey, Senior VP and Head Marketing, ICICI Prudential, said, “The family man cares for his family members – and protects them every day. The thought of protection is always there but is understated. We saw this 'understated but important' facet of the man as an opportunity. So, we are celebrating the everyday goodness of the family man. This also resonates with the role life insurance plays in our lives – understated care but important for the family's well-being.”
Amer Jaleel,National CreativeDirector, Lowe Lintas, said, “Our solution was to show married men doing small things in their everyday lives that showed that they consider their families extremely precious. In today's age men are more mature, calm and dependable. It is very natural for a man to take care of and be protective of his loved ones, and ICICI Prudential noticed this characteristic. We are promoting the campaign through outdoor media and cinema. We would start its second leg soon which would be digital.”
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