ICICI Lombard plays on owners' fear to push for two-wheeler insurance cover

The campaign, conceptualised by iProspect, drives the message of getting a two-wheeler insurance plan in a non-preachy way

BestMediaInfo Bureau | Mumbai | October 27, 2016

Click on the Image to watch the TVC.

Many of us have had near heart attacks when we see scratches on our prized vehicles. ICICI Lombard General Insurance and iProspect, the digital agency from Dentsu Aegis Network, have collaborated to execute a unique digital video that plays on that very fear.

The two-and-a-half minute video captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realise that it's only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile on their faces.

Sanjeev Mantri

Commenting on the initiative, Sanjeev Mantri Executive Director, ICICI Lombard, said, "India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70 per cent of two wheelers ply on roads without any insurance cover. At ICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies. We are encouraged by the response to our initiatives in the social media space in this regard. We will continue to innovate and develop effective communication tools and ensure that our customers and their vehicles are well protected with comprehensive insurance policies.”

Vivek Bhargava

Speaking about the power of digital and good storytelling, Vivek Bhargava, CEO, iProspect India, said, “In the recent past we have increased our focus on generating creative digital content, especially through engaging storytelling. The ICICI Lombard video is a great example of our efforts. Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that the audience can relate to and has the scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. We are looking at doing similar engaging digital video formats for other brands as well.”

“Instead of being preachy or informative, we thought of creating a moment of realisation instead. When brands spend millions to advertise through a TVC, this tactical approach proved to be more effective and efficient. The fact that ICICI Lombard readily went with our vision for the campaign is much appreciated,” said Jahan Vandrevala, Senior Strategist, iProspect India.

The video has so far garnered over 314,418 views on YouTube and1,330,807 views on Facebook.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/10/ICICI-Lombard.jpg

Credits

Client: ICICI Lombard General Insurance

Agency: iProspect

Senior Strategist, iProspect India: Jahan Vandrevala

Lead Designer, iProspect India: Rizwan Shaikh

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