ICICI Lombard marries thrill of gaming with pragmatism of insurance in latest ad

Insurance company ICICI Lombard has launched an integrated media campaign, titled ‘Game of Life’. Breaking away from the industry's reliance on celebrity endorsements or the traditional marketing ideas, this campaign marries the thrill of gaming with the pragmatism of insurance, targeting the younger audiences.

At the core of the campaign is a film set in a virtual gaming world, which mirrors the real one. The protagonist faces life's challenges in a third-person game interface and the life or power bar, a key element in the narrative, ebbs and flows in response to the character's experiences. The protagonist faces the challenge of making choices between healthy and unhealthy options, showcasing the impact of these decisions on their health. It visually depicts how life's trials, like an unexpected illness or an accident, deplete our 'power,' metaphorically emphasising the vital role of insurance in such scenarios.

The choreography and orchestration of the treatment are designed to be visually appealing, impactful and immersive.

This aligns seamlessly with ICICI Lombard’s core values of promoting healthy choices to maintain well-being while also providing support in unforeseen exigencies.

Talha Bin Mohsin and Mahesh Parab - Executive Creative Director, Ogilvy, said “If our lives weren't complicated enough, the pace at which our everyday world is evolving makes each day of ours a little more unpredictable. A lot like a video game. This observation is what led us to a unique execution which captured the vulnerability of our lives today. Stressing the natural need for a higher level of protection which comes effortlessly to an insurance giant like ICICI Lombard with its innovative suite of insurance products. Almost making ICICI Lombard the Respawn button of our lives.”

Sheena Kapoor – Head Marketing, Corporate Communications & CSR, ICICI Lombard said, “We are really excited about our new brand campaign ‘Game of Life’. In our constant endeavour for innovation, the campaign is an original and disruptive take with a unique narrative and tonality inspired from the gaming world and gaming characters! The central theme of the campaign is that life is fraught with uncertainties. It urges the viewer to stay protected and ‘revive’ oneself with ICICI Lombard’s insurance solutions.”

This campaign is part of ICICI Lombard’s comprehensive strategy with integrated mass media approach, with an initial launch on digital platforms, followed by Television. Alongside the launch, the campaign will be further disseminated to the brand’s channel partners and customers ensuring a widespread and impactful presence.

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