ICICI Lombard has rolled out an ad film, building on its Nibhaye Vaade (Fulfilling Promises) plank. The film has been conceptualised by Ogilvy & Mather.
The film features a man getting out of his house in the snow. As he starts off on a morning run, his thoughts are revealed through his voice over. He's yearning to to sit under a blanket and eat peanuts, chit chat with friends around a fireplace, eat warm aloo ke parathe laced with ghee, or sip a hot cup of tea, while wishing it would snow all year long. After a brief pause, he resumes. He tells his heart yet again to put away the yearning, because he's promised his daughter to get fit. The film ends with the voice over urging viewers to keep fulfilling their promises, with the promise of ICICI Lombard keeping its word.
The film reveals ICICI Lombard's health and wellness solutions for customers, with benefits like yoga and gym reimbursements, nutrition consultation, sports and fitness therapy as part of the brand's health insurance offerings.
Sanjeev Mantri, executive director, ICICI Lombard General Insurance, said, “At ICICI Lombard, we have always been committed to support our customers during their hour of need. Further, we have been transforming ourselves to play a more proactive role by helping our customers stay fit and healthy. This is in line with our belief that prevention is better than cure and our new brand campaign exemplifies this thought.”
The film went on air on 29 August 2016 and will be running across four weeks, informed an official statement.
The campaign also has radio, outdoor and social media legs. Through #DoTheDifficult, the brand is inviting people to share experiences of having overcome obstacles to fulfill their promises towards loved ones.