ICICI Lombard highlights its tech solutions with a human touch in new spot

Consumers prefer interacting with technology solutions that understand them, as it is difficult to exchange messages with a chatbot that speaks a technical language or to go through layers of an IVR menu that is designed for the query redressal system rather than for a customer.

At non-life insurance company ICICI Lombard, development teams are creating solutions keeping in mind that customers want to use technology designed in a way that is comfortable for them and as close to the way as they normally interact in real life. At times, customers may need human assistance even if they are using the tech-based solutions to address their issues. To showcase this thought process, it has launched a new corporate campaign that highlights its technology solutions with a human touch.

To ensure a unique communication, it has used its employees, those responsible for the development of these technology solutions, as the protagonists in the campaign. The campaign comprises three ads, each highlighting one of its customer-focused solutions – InstaSpect, Women Assist and Artificial Intelligence-based health claim settlement. Through three different scenarios, the ads underline the real-time solutions to uncertain situations that our customers face. This is depicted as a female driver seeking help as her vehicle is stranded in the middle of the road during late hours, a son looking for help during a medical emergency of his father or an office executive getting into an accident situation while driving his car. In each case, while showing the customer using the technology, the creatives take a unique twist to showcase its teams behind the tech-solution and how their meticulous inputs make it seamless and stress-free for its customer to get the issue addressed using ICICI Lombard’s technology in the fastest way.

The hero, thus, is not just the tech-backed initiatives but the employee developers behind the applications, those who pre-empted these unforeseen situations. It reaffirms its commitment to deliver on its promises, ‘Nibhaye Vaade’, to its customers and adds to this conviction by showing employees who live by this philosophy on a day-to-day basis. This would be the first time in the insurance space that any company has highlighted its employees in a campaign.

Sanjeev Mantri, Executive Director, ICICI Lombard General Insurance, said, “In today’s times, technology is an integral part of everything that we do. As an insurer, it helps us develop innovative, first-to-market solutions that set new benchmarks in the insurance space. However, technology can be cold and impersonal and when it comes to seeking help in the hour of need; customers always look for the human touch. For us, technology is not the primary solution, but an enabler for our team to help our customers, whenever they need our support. The campaign effectively communicates this thought by showcasing our employees, those who burn the midnight oil to introduce these innovative and customer-friendly solutions.”

Developed after a detailed research with consumers, employees and planning with its creative partner, Ogilvy India, the campaign seeks to tug at the emotional heartstrings of customers.  The campaign will be aired on TV across 60 + channels and Hotstar during the ICC Cricket World Cup. ICICI Lombard is also the Associate Digital Sponsor of Hotstar, as part of its efforts to garner visibility for the campaign.

Talha Bin Mohsin and Mahesh Parab, Group Creative Directors, Ogilvy & Mather, said, "ICICI Lombard’s communication has always been driven by its customer-centric values of keeping promises no matter how difficult. But this time it was a bit different. We wanted to tell customers that we keep our promises. This is only possible when the company is driven by technology that in turn is driven by empathy of our employees towards our customers and their evolving needs. The result — stories of our technologies helping our customers and the real men and women of ICICI Lombard behind those technological innovations."

Tech solutions highlighted in the campaign:

*InstaSpect: A live video inspection feature for motor insurance claims that allows customers to get their claim approved instantly via the company’s ‘Insure’ mobile app. The claim approval process doesn’t require the need for a surveyor as the customer can himself/ herself do a live video inspection on the damages incurred or sustained, with a claim’s manager being on call to guide him/ her during this process.

*Women Assist: The newly launched motor insurance app allows women customers to reach out to ICICI Lombard during times of distress. Female insured/ occupants of the insured vehicle can get immediate assistance and other support in coping with car breakdown or accident when driving at late hours or in the wee hours. The app provides services like taxi facility, technician on site and vehicle pick-up. It sends out alerts to family and friends on one’s whereabouts.

*A.I based claim settlement: The artificial intelligence-based solution can settle claims in minutes and 24x7, without the need for human intervention. It ensures a real-time approval in times of any medical emergency and crisis.

All these features are designed to take care of uncertain situations that can occur to anyone, at any given point.

The ads:

Instaspect:

AI based claim settlement: 

Women Assist:      

Credits:                                                 

Client: ICICI Lombard General Insurance

Executive Director, ICICI Lombard General Insurance: Sanjeev Mantri

Agency: Ogilvy & Mather

Group Creative Directors, Ogilvy & Mather: Talha Bin Mohsin and Mahesh Parab

Info@BestMediaInfo.com