Through an inspiring story of a football coach, ICICI Prudential Life has depicted the importance of proper investment in fighting with the lethal disease. The coach in the 4.52-minute digital film is shown fighting with a deadly disease like cancer.
ICICI Prudential Life Insurance, a private life insurance company, has unveiled yet another multimedia brand campaign to promote its health insurance product – ICICI Pru Heart/ Cancer Protect. The brand launched the first phase of the campaign titled, ‘Agar taiyaari sahi ho, toh jeet pakki hai’ in June ’17.
The campaign has been created and conceptualised by Lowe Lintas. In the first phase of this campaign, ICICI Prudential Life focused on how the right financial preparation can ensure that one gets the claim amount on detection itself to fight against major illnesses like heart disease and cancer.
Puneet Nanda, Executive Director, ICICI Prudential Life Insurance Company, said, “The consumer is always at the centre of all our efforts. Among 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 lakh for cancer and Rs 25 lakh for heart at just Rs 407 per month. The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like 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.
Arun Iyer, Chairman and 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 and 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)