This World Heart Day, ICICI Lombard urges all to make an effort to keep the heart young

On the occasion of World Heart Day (September 29), non-life insurance company ICICI Lombard launched a unique digital campaign to endorse healthy heart habits for a long and blissful life.

The video opens with a guy in his early thirties looking at the camera and talking about his love for food. But as he speaks, we see him gradually age. Wrinkles appear on his skin, his voice gets older and his hairline recedes and turns grey. By the end of his monologue, he pants and runs out of breath, referring to the unhealthy lifestyle choices that made his heart age before time. Through the campaign, ICICI Lombard aims to remind consumers that they need to have a hale and hearty heart by following a healthy lifestyle thereby fulfilling their promise made to their loved ones.  

Sanjeev Mantri

Sanjeev Mantri, Executive Director, ICICI Lombard, said, “At ICICI Lombard, we strongly believe in the saying, ‘Prevention is better than cure’. With the new campaign, we have created a unique monologue to motivate consumers to take up a healthy lifestyle and bring change in their lives. ‘Now’ is the time to take care of one’s heart to keep it in top form. By showing the man in the video age before time owing to his unhealthy eating habits, we have tried to appeal to millennials and Gen Z. This is steps ahead of the conventional route of simply promoting the message of a healthy lifestyle. We at ICICI Lombard know that keeping promises is difficult but we do it in spite of the complexities. We believe our consumers live by the same philosophy, especially when it comes to the health promises to their loved ones.”

Talha Bin Mohsin

Talha Bin Mohsin and Mahesh Parab, Group Creative Directors, Ogilvy Mumbai, said, "They say, ‘we are as young as our heart’. And this World Heart Day, ICICI Lombard wanted to convey that the heart is not just an organ in our body. It is a mirror of our health, a reflection of our lifestyle choices. It ages with our unhealthy habits and subsequently so do we.  While people might be aware of their unhealthy habits they persist in indulging in these habits, not worrying about the future. With this piece of communication, we wanted to convey the dangers of indulgence by showing the mirror of a serious health epidemic related to our heart that awaits us."

Mahesh Parab

Good health is one of life’s greatest gifts, and one should always respect it and take good care of one’s health.  At the core of it is our ‘Heart’. The World Heart Day is all about taking a pledge to live a more heart-healthy life. Little habits like taking the stairs instead of the elevator, switching to a healthy diet, quitting smoking, etc., can bring radical changes in one’s life. The idea is to keep a check on one’s heart-health and not to let it deteriorate to the point of no return. ICICI Lombard has always gone beyond the traditional role of insurance to promote health and wellness.  It has been playing a bigger role by helping consumers evade incidents of falling sick by convincing them to take up wellness and fitness.

The Film:

Credits:

Agency: Ogilvy Mumbai

Client: ICICI Lombard

Vice-Chairman and APAC CCO: Sonal Dabral

CCOs: Kainaz Karmakar, Harshad Rajadhyaksha & Sukesh Nayak

Group Creative Directors: Talha Bin Mohsin & Mahesh Parab

Copywriters: Talha Bin Mohsin & Mahesh Parab

Creative Team: Gunjan Gaba, Harshal Walawalkar & Arnab Choudhury

Account Management: Harsh Bhatt, Amritesh Bakshi, Shakti Purohit & Vrushika Sharma

Planning: Bonnie Michael and Gunit Gogia

Production House: Hungry Films

Director:  Vijay Sawant  Producer: Dharam Valia

Info@BestMediaInfo.com