How did 'Plan B' germinate as the campaign thought?
ICICI Lombard is primarily active in three categories, motor insurance, health insurance and travel insurance. It's very difficult to have the same thought panning across these different categories while communicating their significance. We wanted to have a single big idea which can be used consistently across our different products, health insurance, car insurance, travel insurance, et al. That's how we thought of adopting the 'Plan B' idea. The intention is very clear, now you will see the health insurance campaign with the 'Plan B' thought; when you see the motor insurance campaign with the same thought (towards the beginning of next financial year), you should be able to connect it to the brand because the brand stands for this thought across its various categories. So, 'Plan B' gives me an opportunity to have a campaign that's extendable across categories.
Is there a particular reason for timing the health insurance campaign around this period?
Health is the largest growing segment in the Insurance sector at the moment. It's showing 30-35% growth on year-on-year basis. The healthcare costs have gone through the roof, and there's quite a bit of awareness of the same. So the opportunity on health insurance is significant, and one can create differentiation in this category in terms of creating involvement. The other reason is that, in India, the Jan-March quarter is very important for health insurance, primarily because there are some tax savings linked to it, so you see the category becoming more active in this time.
What is the break-up of the marketing budget across different mediums for this campaign?
About 65% would be TV, 15% would be radio, about 10% each on outdoor and online. So, about 2/3rd of the spend is on TV because we want to build the story through TV at this point. Radio campaigns would involve a bit of humour as the category demands that. And online would be significant too, because our numbers show that about 4-5% of our total retail insurance sales happens through the online/digital medium. So, we would be actively present on YouTube, driving on pay-per-clicks as well as making use of Google Adwords.
Client: ICICI Lombard
Agency: Cartwheel Creative consulting agency
Creative: D Ramakrishna
Production house: Dungarpur films
Director: Shivendra Singh
Media Agency: Mindshare