ICICI Lombard has rolled out the second leg of its #UnbelievableButTrue campaign for its product Health AdvantEdge + BeFit Cover. Conceptualised by Ogilvy, the films aim to highlight the new features of the product, along with its already existing ones.
In the first film, the protagonist is seen riding a bike. When he rolls up his sleeve, his pillion rider sees the blood test bandage on his hand and asks him if everything is okay. The protagonist tells him a spaceship had descended and when he went to see it, an alien kid sat on his lap and since then he’s been getting rashes all over his body. He continues to tell his pillion that thankfully, he got a covered cashless because of ICICI Lombard. The pillion is surprised and asks him to not speak rubbish.
The second film sees the same protagonist applying cream to his hands. When asked, he tells his friend that his pet dragon had a cold and sneezed on his hand. He goes on to tell him that the droplets coming from the dragon got him a burn. However, he says that ICICI’s BeFit cover also covered up the medicine costs. On hearing this, his friend tells him that there’s a limit to lying to someone too.
Sheena Kapoor, head of marketing, corporate communication and CSR, ICICI Lombard, said, “As India’s leading private general insurer, health and wellbeing is a key focus area. We were the first in the country to launch a cashless OPD product and now are offering a holistic product, Health AdvantEdge + BeFit cover that covers a gamut of features including maternity, diagnostic or lab tests, pharmacy etc making this a truly unique and innovative offering. Our campaign thus emphasises the #UnbelieveableButTrue proposition through films which are quirky and witty coupled with an endearing banter about how a science professor matter of factly alludes to aliens and dragons. We are deploying an integrated communication approach across TV, digital and on ground with our channel partners and have garnered a lot of positive feedback as we do a rerun of this campaign, having already won us several awards and over 40.27 mn views and a lot of customer love.”
Talha Bin Mohsin and Mahesh Parab, executive creative directors, Ogilvy, said, “For an insurance provider to go down to the very basics of healthcare and provide such a comprehensive healthcare cover is unheard of. When we add the cashless aspect to that, it makes the offering even more commendable. Undoubtedly, the campaign would need to convey the magnanimity of an offering like Befit Cover. We knew the reactions it would draw from the Indian masses were going to be massive. And with that, we didn’t have to look very far to get inspiration for our #UnbelievableButTrue campaign.”
The film is being rolled out across television, digital and social media platforms.
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