ICICI Lombard, has launched a digital campaign to celebrate World Heart Day and highlight its newly launched ‘Cal Scan’ (calorie scan) feature on its health and wellness app IL TakeCare. Conceptualised by Ogilvy, the campaign encapsulates the significance of eating the right amount of calories on the backdrop of one’s busy lifestyle.
The first film opens with a scene from a halwai shop, where a person is buying samosas. The shopkeeper tells the customer the calorie count instead of the price of the food items. The customer then asks for a specific calorie count and walks away happily with his food. The second ad shows a food delivery guy confidently confirming the accurate calorie score of the food to the customer. Both films aim to give viewers the message that while food vendors will not be able to tell us the exact calorie count of the food consumed, the IL TakeCare app’s new feature will.
Sanjeev Mantri, executive director, ICICI Lombard General Insurance, said, "While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget. ICICI Lombard aims to offer not only comprehensive coverage to our consumers but also innovative solutions to them, thereby serving as a partner in the customer’s wellness journey.”
Talha Bin Mohsin and Mahesh Parab, ECDs, Ogilvy India, said, “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.”
The films are being promoted across ICICI Lombard’s social media assets and digital platforms.