With a song and a prayer, ICICI Lombard fires up your imagination

Watch the film conceptualised by Ogilvy Mumbai here

Oct 23, 2019 12:32:00 PM | Video | Campaign India Team

Come Diwali and the fear of fire lurks around the corner, especially if one is careless with fireworks, lamps, or lights.
Insurance provider ICICI Lombard has launched an anthem featuring the fire brigade that is based on a popular Hindu devotional song. The repurposed anthem reminds you of safety measures to undertake to keep the fire hazards in check during the festival.
ICICI Lombard has entered into a collaboration with the fire fighters of Mumbai, to promote a safe Diwali. This communication is via a song sung by the fire fighters of Mumbai and highlights the safety and health standards for oneself.
The campaign is a montage of firefighters singing an Aarti giving out fire safety instructions. The video opens with a firefighter getting ready for work, putting on his uniform, singing the lyrics of the safety Aarti - Shubh Deepavali Saavdhaan. This is followed by other firefighters doing their chores, while singing the Aarti with a smile on their faces. The video then cuts to a scene where these firefighters are being trained on the dos and don’ts during a fire emergency. In one of the scenes, the firefighters get an emergency call, sirens ablaze they rush to provide assistance. We then see them coming back to the office tired but still singing the song. The video ends with the message that like every year the firemen will be there for our safety, but let us fulfil our role and uphold the promise to celebrate a responsible and secure Diwali.
Sanjeev Mantri, executive director, ICICI Lombard said, “When you read something you tend to forget it very quickly. You see something, over time you may retain a few bits of it. But, if you hear a song, it will tug at your heart and you might end up humming it for the rest of your life. Since we all know the Aarti, Shubh Deepavali Saavdhaan is our new fire safety mantra. The lyrics of this song are quirky and are performed by bonafide firefighters of Mumbai. The fire safety instructions, coming from the real-life heroes make you pause and think for a moment. So, this Diwali we would like to urge everyone practice a safe Diwali.”
Ogilvy Mumbai, group creative directors, Talha Bin Mohsin and Mahesh Parab, added, "Diwali is a time when friends come over, families reunite and fun follows. But there is a darker side to the festival of lights. Fire accidents shoot up considerably during the time of Diwali causing loss of life and property. So, this Diwali we wanted people to be safe by following some simple safety instructions. But we realized that safety instructions can be dull and boring especially on a day filled with fun and joy. So, we gave it a twist of a Diwali Aarti being sung by real firefighters. Thus, these unsung heroes who sacrifice their Diwali to answer the call of duty and keep us safe, became the brand ambassadors of a safe Diwali."
Client: ICICI Lombard
Agency: Ogilvy Mumbai
SE Asia CCO: Sonal Dabral
CCOs West (India): Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Group creative directors: Talha Bin Mohsin, Mahesh Parab
Creative directors: Gunjan Gaba, Ajit Kumar Sahoo
Copywriters: Gunjan Gaba, Arnab Choudhury
Account Management: Harsh Bhatt, Amritesh Bakshi, Shakti Purohit, Vrushika Sharma
Production: Colonial Films
Director: Siddharth Sen
Producer: Pintu Mishra