Campaign India Team
Mar 08, 2022

ICICI Lombard General Insurance gives #UnbelievableButTrue wellness benefits

Watch the films conceptualised by Ogilvy here

ICICI Lombard General Insurance has rolled out a campaign titled '#UnbelievableButTrue' to raise awareness on its BeFit OPD (cashless outpatient department) cover and wellness benefits.
Conceptualised by Ogilvy, the films feature slice of life scenarios to highlight the benefits and coverage plans included in ICICI Lombard's BeFit.

The first film showcases two men on a scooter. The man on the pillion asks the rider if he went for a blood test as he had various blotches of red marks on his hand. The rider tells him an unbelievable story of how a spaceship landed in his neighbourhood and how an alien child gave him the spots on his hand when he went to touch it. The other man believes the story. However, when the rider tells him a true story that he’s grateful for the BeFit cover as it provides cashless lab tests, he refuses to believe that statement. 
The second film showcases a teacher and a coach in a school staff room. The teacher is shown applying an ointment to his hand. The coach asks the teacher what happened to which the teacher replied, that his pet dragon got a cold and when it sneezed fire came out of its nose which is why his hand is burnt a little bit. The coach accepts the tale told as the ultimate truth but refuses to believe that the BeFit coverage provides cashless coverage for medicines for its insurers. 
The third film features a teacher and a coach walking down a school hall. The coach asked the teacher what happened to his face as it is swollen. The teacher said that when he woke up the previous night to drink some water, an anaconda came out of the kitchen tap, licked his cheeks and disappeared. The coach believes the story conveyed to him. However, the coach refuses to believe that BeFit's coverage provides doctors on call at three in the morning. 
Sheena Kapoor, head – marketing, corporate communication and corporate social responsibility, ICICI Lombard, said, "Customer centricity forms the core of all activities at ICICI Lombard, and it is this ethos that we want to echo via our new digital campaign featuring the BeFit cover with cashless OPD benefits. The pandemic has elevated the importance of telemedicine and home healthcare services. The films are quirky, witty and successfully emphasise the #UnbelievableButTrue aspect of the cover.”
Talha Bin Mohsin and Mahesh Parab, executive creative directors, Ogilvy India, 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.”
Client: ICICI Lombard GIC
Agency: Ogilvy Mumbai
Chief creative officers: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Executive creative directors: Talha Bin Mohsin, Mahesh Parab
Copywriters: Talha Bin Mohsin, Arnab Choudhury
Creative team: Vilsen Gonsalves, Ajit Kumar Sahoo, Hari Singh Rawat
Account management team: Sushma Singh Vivek, Sagar Nitin Sali, Shreyoshee Gupta
Brand planning team: Nirav Parekh, Ramana Charan
Campaign India

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