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Lowe Lintas Creates New Campaign For ICICI Prudential

The life insurance major launches a TVC featuring Bollywood superstar Amitabh Bachchan.

Hitesh Ranot | Delhi | January 18, 2011

ICICI Prudential Life Insurance has launched its new campaign featuring Bollywood superstar Amitabh Bachchan. The campaign comprising a new TVC is conceptualized by Lowe Lintas. The TVC broke on air on 13th January.

The objective of the communication is to get people to actively start considering insurance as a financial necessity. And bring back the true essence and purity of Life Insurance; thereby reinforcing the fact that it is an essential part of life.


In a country where spending on things beyond the ‘necessary’ was considered indulgence, today’s generation is showing a marked change. Right now people want to enjoy their present and fulfill their current needs/wishes. And it’s these aspirations that have got them to push the need to plan for long term financial security down the priority list.

And slowly the deep rooted cultural norm of ‘saving for future’ has lost prominence with ‘present’ taking high priority.

Lowe Lintas decided to counter a behavior which is all about “giving aspirations importance over responsibilities”. So the campaign is all about telling consumers that Life Insurance is something that will help secure long term needs such as insuring your child’s education, insuring your family’ s health & securing your post retirement needs.

Hence making Life Insurance an ‘essentiality’ to secure ones long term needs and an ‘enabler’ to fulfill all aspirations & dreams.

This strategic focus lends itself to positioning insurance, specifically from ICICI Prudential Life Insurance as an imperative after which you get the freedom to enjoy life without restraint – you get ‘JEENE KA LICENSE’.


Creative: R. Balki, Amer Jaleel, Anaam Mishra, Ateet Shroff, Abhishek Dey, Neeraj Singh

Planning: Madhu Noorani, Arun Raman, Russell John

Business: Anaheeta Goenka, Indraneel Ghosh, Ameya Lokhande, Vikash Sharma, Sumeet Iyer, John Punnoose

Producer: Lintas Productions’ Anil Naidu, Anand Vyas, Tulika Sodera, Krishna Kotian, Prashant Gaikwad

Director: R. Balki


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