ICICI Prudential Life Insurance has launched a new multimedia brand campaign to highlight its term plan – ICICI Pru iProtect Smart. The campaign highlights that the product not only offers life cover that secures one’s family but also gives an option to cover oneself from 34 critical illnesses; thus making it an ultimate protection plan.
The campaign, which comprises a TV commercial as well as digital, cinema, outdoor media and others, showcases how iProtect Smart, a term life cover plan, also offers a living benefit for the policyholder – a 34 critical illness cover that provides the claim amount upfront on detection without any bills or hospitalisation.
ICICI Prudential Life has partnered with actress Konkona Sen Sharma to take the key campaign message – a term life cover plan that protects both you and your family. She is seen communicating the product superiority and value proposition to help consumers understand why iProtect Smart is the right insurance product for their financial security needs.
Puneet Nanda, Executive Director, ICICI Prudential Life Insurance, said, “iProtect Smart is a unique term plan that strikes the right balance between health and protection in one policy – life cover for family’s security and also an option to cover oneself against 34 critical illnesses, thus making it a must have protection plan. We, at ICICI Prudential Life, have always believed in offering unique products that help to secure the lives of the policyholders and their dependents in every way.”
Manish Dubey, EVP, Marketing, ICICI Prudential Life Insurance, said, “Today in most households, the man and the woman are equal partners, share equal responsibility. While traditionally the man has always been concerned about the security of his family, today the woman is playing a very active role too. Women today are equally concerned about the protection and well-being of the family.”
“Typically, term plans only offer financial security to the family. The key value proposition of iProtect Smart is that it not only offers financial security to the family but offers cover against 34 critical illnesses. The critical illness claim is paid upfront upon the policyholder being detected with any one of them covered under the product. So there is a benefit to the policyholder during his lifetime,” Dubey added.
“This product has a very clear advantage. It works for both you and your family. Hence the ultimate protection plan. With this advantage in mind we figured out an interesting insight, ‘not many pay attention to protection related topics’. This led to crafting the story with the flight safety instruction setup. Of course tailing it with the product benefit of ultimate protection and the fact that it will make people sit up and listen,” said Sagar Kapoor, Executive Director, Lowe Lintas.
Creative agency credits:
Agency: Lowe Lintas
Creative: Arun Iyer, Sagar Kapoor, Amit Hoiyani, Sebastian Gonsalves, Mandar Parab
Account Management: Shantanu Sapre, Vivek Parasuraman, Pushkaar Kshirsagar, Priyam Katakia
Planning: Aditi Patwardhan, Priyanka Agarwal
Production House (Director): Coconut Films (Subodh Menon)