Campaign India Team
Feb 12, 2013

Promises count only when they're met, says ICICI Lombard

WATCH the ad film created by Cartwheel Creative Consultancy

ICICI Lombard General Insurance has released a campaign underlining its claim of being the largest settler of insurance claims in India in 2011-‘12.

Created by Cartwheel Creative Consultancy, the TVC opens in a boys hostel room where the protagonist is getting ready for his first campus interview. He takes out a maroon jacket to wear, and reminisces how it's his favourite jacket that he wore when he got his first award, when he got a chance to jump a queue, when he made an impactful speech and when he proposed to his beloved (and she said, ’Yes’). He comes out of the flashback to find a friend rushing towards him asking for the same jacket. He gives it to him because he had promised to do so. The voiceover reiterates that only those promises that are met count - 'Vaade wahi mayne rakhte hain jo nibhaye jaaye'. The next frame shows ICICI Lombard making its claim of having settled 43 lakh insurance claims in FY 2011-12.

Shankar Nath, head of marketing and direct, ICICI Lombard GIC, said, "For any customer, the true value of having purchased an insurance cover is realised at the time of claim. This is the moment of truth that tests the earlier decision of purchasing the insurance policy from a particular insurance company. Having settled over 43 lakh claims in FY 2011-12, we thought it apt to focus on the ‘Claim settlement’ part of the product consumption cycle which is actually the core proposition of any insurance product."

D Ramakrishna, creative director, Cartwheel Creative Consultancy, added, "Insurance is all about settling claims efficiently and fairly when the need arises. It's a bit like a friend keeping a promise. We decided to use a simple human story about a promise, rather than one about insurance. After all, an insurance policy is pretty much like a promise."

The campaign has been released across TV, print, radio, outdoor and online media. The media plan incorporates national and regional news channels, GECs as well as some niche channels. In print, the campaign will primarily be seen in mainline English dailies. Radio and outdoor will be executed across the eight metros.


Client: ICICI Lombard General Insurance
Agency: Cartwheel Creative Consultancy
Creative head: Ramki (D Ramakrishna)
Production house: Lensflare films
Director: Vijay Maurya
Media agency: Mindshare

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