The campaign conceptualised by Ogilvy & Mather promotes the idea of staying healthy and active
BestMediaInfo Bureau | Mumbai | September 7, 2016
ICICI Lombard announced the launch of a nationwide brand campaign, ‘Do the Difficult’, with an evocative TVC on fulfilling promises made to your loved ones. Building further on ICICI Lombard’s brand promise ‘Nibhaye Vaade’, the campaign conceptualised by Ogilvy & Mather empowers customers to stay healthy and happy.
The TVC highlights the story of a father determined to fulfil his promise to his daughter, overcoming obstacles and breaking mental barriers in the process. The central theme of the campaign aims to nudge people towards keeping commitments once made, and staying active and maintaining a healthy lifestyle is an important component of this. The message resonates with ICICI Lombard’s belief that an insurance policy is not a mere piece of paper but a promise to its customer and settling a customer’s claim is the very purpose of the brand’s existence. With this initiative, ICICI Lombard promotes within its customers to ‘do the difficult’ thing’ every day and consistently take steps towards achieving it.
The TVC helped reinforce ICICI Lombard communicate a fact that has been embraced by a majority of its customers, they are living active lifestyles while focusing on living healthy and wanting more value from their basic health insurance policy. The campaign proposition was arrived after conducting meticulous research and feedback from the customers that indicated how they wanted to make health their priority and choose an active lifestyle.
Along with the TVC communication, the campaign encompasses engagement with its employees through a list of health and wellness activities like a promise wall, gym and yoga reimbursements, nutrition consultation and sports therapy to name a few.
Sanjeev Mantri, Executive Director, ICICI Lombard, said, “Under the pretext of living hectic lifestyles, often we fail to fulfil promises made, even to the ones closest to us. Leading a healthy way of life can become a good starting point in living a more fulfilling life. The central idea of this initiative was to empower our customers in staying healthy and protected at all times. Over the years, ICICI Lombard has consciously transformed its role in the society from being a risk financier to a risk manager, we engage with our customers throughout their life cycle.”
Talha Bin Mohsin and Mahesh Parab, Senior Creative Directors, Ogilvy & Mather, Mumbai commented, “Everybody wants to get fit. Nobody wants to sweat it out. We promise our loved ones that we’ll start going to a gym or the pool but that day never comes. Once we struck upon this head versus heart insight, the rest was fairly easy and thus was born #DoTheDifficult -- the story of you and me; the story of an ordinary man beating the odds to keep the promise that he had made to his daughter. That, in short, is also ICICI Lombard’s promise: you go ahead and keep your promise and we’ll keep ours.”
The TVC will be aired on more than 70 TV channels and will be present on major radio stations, it will also be supported by a 360-degree marketing campaign involving print, outdoor, radio and digital communication along with internal branding activities to drive the message to the target audience. The company’s special hash tag #DoTheDifficult will be promoted through different media channels.
The commercial starts with a man getting out of his house and runs across the snow-covered city lanes. He keeps on running and reaches a point where he cannot run more and falls on his knees tired. The next moment, he gets up and starts running again as he has to fulfil the promise to his daughter that he would remain fit.
Agency: Ogilvy & Mather
Executive Chairman & Creative Director South Asia: Piyush Pandey
National Creative Director: Rajiv Rao
Executive Creative Director: Harshad Rajadhyaksha and Kainaz Karmakar
Senior Creative Director & Copywriter: Talha Bin Mohsin and Mahesh Parab
Creative Team: Ajit Kumar Sahoo, Hari Singh Rawat, Harshal Walawalkar and Neel Naik
Brand Planning Team: Prem Narayan and Preeti Shetty
Account Management Team: Harsh Bhatt, Sushma Singh Vivek, Sayed Imran Yusoof, Snehsikt Anand and Sohil Kothari
Production House: Good Morning Films
Director: Shashank Chaturvedi