ICICI Lombard launched a digital film on the occasion of World Heart Day that urged viewers to #DoTheDifficult.
Conceptualised by Ogilvy, the film shows the protagonist talk about his love for food. As he talks about his unhealthy consumption habits we see the man gradually age and also lose breath. The idea is to remind viewers that they need to have a hearty heart by following a healthy lifestyle.
Sanjeev Mantri, executive director, ICICI Lombard, said, “At ICICI Lombard, we strongly believe in the saying, ‘Prevention is better than cure’. With the new campaign, we have created a unique monologue to motivate consumers to take up a healthy lifestyle and bring change in their lives. ‘Now’ is the time to take care of one’s heart to keep it in top form. By showing the man in the video age before time owing to his unhealthy eating habits, we have tried to appeal to the millennials and Gen Z. This is steps ahead of the conventional route of simply promoting the message of a healthy lifestyle. We at ICICI Lombard know that keeping promises is difficult but we do it in spite of the complexities involved. We believe our consumers live by the same philosophy, especially when it comes to the health promises to their loved ones.”
Talha Bin Mohsin and Mahesh Parab, group creative directors, Ogilvy Mumbai, added, "They say, ‘we are as young as our heart’. And this World Heart Day, ICICI Lombard wanted to convey that the heart is not just an organ in our body. It is a mirror of our health, a reflection of our lifestyle choices. It ages with our unhealthy habits and subsequently so do we. While people might be aware of their unhealthy habits they persist in indulging in these habits, not worrying about the future. With this piece of communication, we wanted to convey the dangers of indulgence by showing the mirror of a serious health epidemic related to our heart that awaits us."
Client: ICICI Lombard
Agency: Ogilvy Mumbai
Vice chairman and Apac CCO: Sonal Dabral
CCOs: Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak
Group Creative Directors: Talha Bin Mohsin and Mahesh Parab
Copywriters: Talha Bin Mohsin and Mahesh Parab
Creative team: Gunjan Gaba, Harshal Walawalkar and Arnab Choudhury
Account management: Harsh Bhatt, Amritesh Bakshi, Shakti Purohit & Vrushika Sharma
Planning: Bonnie Michael and Gunit Gogia
Production house: Hungry Films
Director: Vijay Sawant Producer: Dharam Valia