ICICI Prudential Life urges to embrace responsibility with love in its 'Zimmedari lagey pyaari' film

ICICI Prudential Life Insurance unveiled its latest brand campaign, “Zimmedari lagey pyaari” (Responsibilities make life beautiful). This campaign aims to redefine responsibility as an expression of ‘Affection and Concern.’

The film, directed by Prashant Madan, aims to showcase emotionally touching moments which bring a smile to the viewer’s face, as they identify with slice of life moments. Whether it's a new mother struggling to comfort a crying child or a father's determined yet futile efforts to make the perfect breakfast, the film communicates the notion that while responsibility is an ongoing journey, it ultimately brings fulfilment and satisfaction.

Speaking at the launch of the campaign, Anup Bagchi, MD and CEO, ICICI Prudential Life Insurance, said, “The launch of our new brand campaign “Zimmedari lagey pyaari” showcases responsibility as an ‘Expression of Affection’ and marks a milestone in reshaping the life insurance narrative. The underlying thought of the campaign is to reposition life insurance as equipping individuals to fulfil their responsibility.”

He further added, “Our comprehensive suite of term Insurance, long-term savings and retirement solutions coupled with our philosophy of the right product to the right customer plays a pivotal role in enabling our customers to provide financial security to their families and fulfil their responsibility.”

Amit Palta, Chief Distribution Officer, ICICI Prudential Life Insurance, said, “We believe fulfilling responsibilities towards loved ones is a profound commitment, reflecting love and care. This campaign is a testament to our continued efforts to redefine the value life insurance provides individuals and families. The campaign is the first brand initiative of the Company after a decade. It showcases instances of individuals caring for their loved ones, which strikes an emotional chord with viewers. This resonates with our commitment to being a trusted and responsible partner to our customers empowering them to provide their loved ones with a secure future. This commitment is reflected in our industry leading claim settlement ratio of 98.6% for 9M-FY2024, with an average turnaround time of just 1.3 days.”

He added, “The “Zimmedari lagey pyaari” campaign effectively communicates responsibility as an expression of love and care. The objective of the campaign is to build an emotional connect with diverse demographics using humour while highlighting the universal desire for safety and well-being of loved ones.”

The campaign, conceived and scripted by Leo Burnett, will be broadcast across TV channels in five languages – Hindi, Marathi, Tamil, Telugu and Bengali encompassing a number of ad spots over a specific duration. This campaign will also be showcased on Instagram, Facebook, YouTube, LinkedIn and X (formerly Twitter) for which it has stitched partnerships with influencers. Additionally, a caller tune for the campaign is being created.

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