ICICI Prudential Life focuses on the need for financial preparation with Lovlina Borgohain

Launches campaign featuring the Olympic Bronze winner which allows fans to click selfies with her using AI

Nov 10, 2021 10:23:00 AM | Article | Campaign India Team

ICICI Prudential Life Insurance has associated with Olympic Bronze medalist Lovlina Borgohain and launched a campaign titled ‘Agar taiyaari sahi ho, toh jeet pakki hai’ (a victory is assured if you have the correct preparation).
 
The campaign breaks on 11 November, through which the company intends to communicate the importance of how the right kind of preparation can give an individual the power to overcome any challenge in life. 
 
The digital campaign consists of a microsite, displaying snippets that narrate the story of Borgohain’s preparedness that enabled her to confront unforeseen roadblocks, overcome adversities and win a Bronze medal. It also allows fans an opportunity to be part of her journey by allowing them to click a selfie with her, using AI. The brand has tied up House of Awe for the digital campaign.
 
Campaign India caught up with Manish Dubey, chief marketing officer, ICICI Prudential Life, to learn more about the association and campaign.
 
Has ICICI Prudential Life appointed Lovlina Borgohain as a brand ambassador or is this a one-off appointment?
 
This is a momentary association and we are not calling it a brand ambassador appointment.  
 
What was the idea behind this partnership?
 
We want to bring out the relevance of preparedness in life and have associated insurance with staying financially prepared. We are taking Lovlina's story as a springboard to connect with customers. It's an honour to partner with her because she has made us proud. 
 
The way she has fought adversities in her life is admirable. This is what connected us and our brand story to her. Generally, in life, we all face surprises leading to adversity that can happen at any time. If you are prepared, then your chances of winning are pretty high. ICICI Prudential celebrates the spirit of being financially prepared and that's where our connection with Lovlina as an individual and as a great sportsperson resonated. She was down with Covid before the Olympics and faced an injury as well. One of her family members too had an injury. However, she rode through all of it and won the medal. 
 
Her fundamental desire to keep winning after taking on every adversity connected us to her. 
 
A lot of the Indian Olympians who won at Tokyo 2020 also had stories where they faced adversity and struggles before grabbing the medal. So, what made you pick Lovlina Borgohain? 
 
We did consider others and have associated with a few in the past. What made us pick Borgohain, was our resolution with her family and financial struggles, which made for a perfect pitch. We met with and found her to be an honest, down-to-earth person with a great personality, leading to a perfect connection.
 
What does this digital campaign entail other than the microsite?
 
One of our themes in the recent past is to bring technology into marketing. The brand aims to create a personalised connection with its customers. We will launch this on social media and it allows fans to cheer for Lovlina in her future endeavours, enabling digital cheers that will get on a wall of inspiration that can be shared by fans with their names highlighted on social circles. We also have a small film, but the main emphasis of this campaign is on 'connection'.
 
There was a lot of chat around brands picking up Olympians after they were successful at Tokyo 2020. Are you looking for other associations with Olympians too, as we build up to Paris 2024?
 
This is sort of an entry into the space. We are keen to associate with Olympians but need to see how this works out. On plans for Paris 2024 - we shall reveal that as and when the time comes.