ICICI has rolled out its latest brand communication for its retirement solutions. Based on the brand propostion 'Retirement is the best job', the Lowe-created TVC urges consumers to enjoy their retirement by indulging in activities that they love best and by getting paid to do them.
Speaking to Campaign India, Amer Jaleel, executive director, Lowe Lintas said, "With this campaign, we aimed to build on the retirement campaigns that we have created earlier. We wanted to speak to the young people out there, and convey to them the importance of investing in retirement solutions."
He added, "Generally, all advertising in this space reaches out to the older generation, which has already retired. Due to this, youth tunes out whenever it sees advertising of this sort. No one ever views retirement in a positive light. We decided to make retirement aspirational; something that youth can look forward to as an exciting phase in their lives. Hence, we were tasked with getting youth's interest in ICICI's retirement solutions. Without arousing their interest, youth would surely not invest in them. "
Watch the TVC here:
The commercial begins with a man entering his employee's cabin, only to find him in a green field teaching children how to play cricket. Cut to the scene, when the man re-enters the employee's cabin, and finds him cooking something special. The third time, the employee is engrossed with farming apples. Next, the employee is brought back to reality while he imagines his rosy retirement, only to tell himself that not only will he will indulge in his favourite activities during his retirement, but also be paid handsomely every month.
Jameel explains, that the days when people used to look at their retirement as a phase when they would relax in an armchair are long gone. "The mentality of today is to have a fulfilling retirement. Everyone dreams of having no boss to report to, working 11-4 and getting paid very well for it. But unfortunately in most cases, one either gets to do what he likes and get less monetary remuneration for it, or get good remuneration for work that is not enjoyable. ICICI's retirement solutions not only let a person do whatever he wants in his retirement, but takes away all worries about the income."
The media mix for the campaign includes TV, outdoor and digital. Directed by Shivendra Singh Dungarpur of Dungarpu Films, the creative team from Lowe includes R. Balki, Jaleel, Vicky Bhambhani and Himanshu Save.