ICICI Prudential Life has gone with a digital campaign for its online term plan ICICI Pru iCare. The digital spots have been created by Hungry & Foolish Intellectual Properties, which has operations in Bangalore, and Mumbai, and was recently incorporated in Boston, Massachusetts, United States. The campaign has two spots ‘Monkey man’ and ‘Moochwala’ and a dedicated microsite.
Watch the second spot ‘Moochwala’ (story continues below)
Asked about the background to the new digital campaign, Manish Dubey, senior vice president and head – marketing, ICICI Prudential Life, said, “Our marketing objective was trial and sale of our online term plan ICICI Pru iCare. Our communication objective was to highlight the importance of protection by creating an emotional connect around it. Protection is the core offering of life insurance. It provides financial security in case of any tragic events in the family. But penetration of protection is abysmally low in India. With the ‘Commitment is Everything’ communication we hope that more and more people will realize the need for protection.”
On why the brand opted for a digital campaign, he said, “ICICI Pru iCare is the only true online term plan as it can be bought completely online without any medicals. Accordingly, we wanted the communication plan also to have the true ingredients of the online platform. So, we created specific content for the internet which people are willing to consume and share online. This is a first-of-its kind effort in the online insurance space.”
According to the brand, approximately 2.2 lakh views have been generated for the videos and edits.
While Lowe Lintas continues to be the Agency on Record, the brand team went with Hungry & Foolish for the digital campaign for its understanding of the medium, consumer and category. The brand intends to leverage and build the ‘Commitment is Everything’ thought with Hungry & Foolish on the internet.
Commenting on the thought of the digital campaign, Anto Noval, co-founder of Hungry & Foolish, said, "To see life insurance as an act of commitment towards your loved ones is what makes the idea insightful, endearing and differentiated from the category.”
As of now, the ‘Commitment is Everything’ campaign is on the internet only. The future path for the campaign is being worked out.
Client: ICICI Prudential Life Insurance
ICICI Prudential marketing team: Madhivanan B, executive director, Manish Dubey, senior vice president and head – marketing, Sandeep Gambhir, senior marketing manager, Vibhor Mehrotra, senior marketing manager
Agency: Hungry & Foolish Intellectual Properties
Strategy and creative: Anto Noval
Producer: Ravi Bhagchandka, 200 NOT OUT Films
Director: Anto Noval