The ad campaign focuses on the concept of ‘promises kept’ and the moment of truth for a customer when he/she intimates a claim. The story revolves around a man who takes care of a six-year-old girl as she aims to become a successful badminton player
BestMediaInfo Bureau | Mumbai | February 27, 2014
Insurance is all about trust, a commitment to fulfil the promise of settling every genuine claim. The value of the product is realised not at the time of purchase but at the time of an unfortunate event for which the insurance cover was purchased. It is this ‘moment of truth’ that separates one insurance company from the other in terms of whether or not a claim is settled and the customer compensated for the expenses incurred or financial loss.
To exemplify this commitment towards its customers, ICICI Lombard General Insurance Company, one of the largest private sector general insurance companies, has launched its latest advertising campaign titled ‘ICICI Lombard - Nibhaye Vaade’. The campaign emphasises the company’s focus on efficient and speedy claim processing which enabled it to honour more than 48 lakh claims in FY 2012-13.
The TVC depicts the story revolving around a man who takes care of a six-year-old girl as she trains rigorously to become a successful badminton player. The storyline showcases his efforts and sacrifices to ensure that he provides her complete support and motivation in her endeavour. It is only at the end of the TVC that it becomes clear that the protagonist is not her father but her uncle. In a true depiction of fulfilling the promise he had made to his brother and sister-in-law, he ensures that the girl realises her dream. The visual story line is well supported by the voice over: “Vaade wahi mayne rakhte hain jo nibhaye jaaye”.
Commenting on the new marketing campaign, Sanjeev S, Head – Marketing, Direct and Bancassurance, ICICI Lombard General Insurance, said, “Our role as an insurer transcends the entire cycle of advising customers on availing the most relevant policy to the most important part of servicing a claim. At ICICI Lombard we are committed to serving our customers and ensuring a fast and efficient claim settlement. We have built efficient processes in our in-house claim settlement system supported by a dedicated team to ensure that we are able to stand tall in terms of the trust that our customers have reposed in us.”
The campaign has been directed by Kapil Sharma of RUfilms. Savita Nair was the creative consultant. The multimedia advertising campaign has been released across television, radio, outdoor, digital and social media. The media plan incorporates national and regional news channels, general entertainment channels as well as the niche genre to ensure reach and frequency.