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.Â Â
Sanjeev Mantri, Executive Director, ICICI Lombard, said, âAt ICICI Lombard, we strongly believe in the saying, âPrevention is better than cureâ. 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. âNowâ is the time to take care of oneâs 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.â
Talha Bin Mohsin and Mahesh Parab, Group Creative Directors, Ogilvy Mumbai, said, "They say, âwe are as young as our heartâ. 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.Â 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."
Good health is one of lifeâs greatest gifts, and one should always respect it and take good care of oneâs health.Â At the core of it is our âHeartâ. 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 oneâs life. The idea is to keep a check on oneâs 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.Â It has been playing a bigger role by helping consumers evade incidents of falling sick by convincing them to take up wellness and fitness.
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:Â Vijay SawantÂ Producer: Dharam Valia