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Tag: ICICI Prudential

  • The campaign film depicting some of the 'the slice of life' situations of a family man

    Lowe Lintas asks for our ‘Attention’ in ICICI Pru’s new campaign

    By A Correspondent

     

    ICICI Prudential, the leading private Life Insurance companies, has launched its new offering – the All-in-one Term Plan. And for this, Lowe Lintas Mumbai has conceived a campaign film depicting some of the ‘the slice of life’ situations of a family man.

     

    Speaking about the campaign, Shantanu Sapre, Executive Director, Lowe Lintas said: “With ICICI Pru Life’s campaigns we’ve always been inspired by everyday real-life observations. This campaign is no different. It resonates with the current sentiment of the country where every single person is paying extra ‘attention’ to all aspects to do with the safety of his/her family. Conceptualised and scripted by Navin Chawla & Abhishek Dey, the touch of using a kids’ voice in a sing-song manner of storytelling will not only to break clutter, but also contextualize the word ‘attention’ with the right sentiment, emotion, and action towards choosing iProtect Smart – the all-in-one term plan.”

     

     

  • The film showcases the new normal, be it team meetings via video call, health and fitness lessons online

    ICICI Prudential MF unveils investor education ad film

    By A Correspondent

     

    As a part of its investor education initiative, ICICI MF has launched a new campaign that helps spread the message that one can now invest digitally too.

     

    The film showcases the new normal, be it team meetings via video call, health and fitness lessons online, placing orders for vegetables and groceries through digital platforms and more. All the work on this film has been done indoors and digitally during the lockdown, in accordance with the safety rules prescribed by the Government of India.

     

    Said Abhijit Shah, Head- Marketing, Digital & Customer Experience, ICICI Prudential AMC: “There is a large shift in how we are managing our lives without stepping out in current times, by embracing smarter ways of doing things. Digital has emerged as the new normal and an efficient way forward for most of our activities including managing personal finance. With the help of various tools available through mobile applications and websites, one can easily learn, understand and assess the benefits of a systematic investment plan to fulfill various financial goals.  Through this communication, our endeavour is to highlight the benefits of digital investing and SIP as the preferred investment route in volatile market conditions. Hence we believe it is important to start and continue a smart habit like SIP, especially when it can be done conveniently through digital solutions.”

     

     

  • The campaign thought is based on the basic premise of one setting aside a goal or dream that they can achieve in the future

    ICICI Prudential unveils print campaign to promote new MF offering

    By A Correspondent

     

    ICICI Prudential has launched its latest campaign titled ‘Whats Your Number’. The campaign thought is based on the basic premise of one setting aside a goal or dream that they can achieve in the future. Be it buying a house, creating a corpus for their retirement or for their child’s higher education. All these goals or dreams have a number. This number is the financial value of their goal or dream. Consumers work hard throughout their life in order to reach this number. Everyone’s number is unique. What is important is that there is a finite amount of time which anybody has to achieve this number.

     

    The campaign is based on the insight that to achieve one’s financial goals and dreams, the consumers have finite time. While investing for the future the consumers do not take into account the future-cost or inflation. The amount of investments they make, might not help them achieve their number in totality. Hence, there is a need for a financial instrument which helps them prepare their investments keeping mind the future cost. Consumer’s start their SIP but stop it after a while because the returns are not enough or to their liking. Consumers when creating wealth also seek instant gratification. Even if, they continue their SIP, they do not increase the amount, though their income continues to increase year after year. This incremental income is frittered away in their lifestyle expenses.

     

    The consumers therefore need to be informed that wealth creation is a long term game. This long term needs to be made tangible for the consumers. SIP TOP-UP method of investing in mutual fund, takes into account all the three factors viz. firstly, consumers have a financial number to achieve, secondly, they have a finite time to achieve it in and thirdly their instant gratification has to be tempered by making the benefit tangible for them in terms of a finite time frame.

     

    The print ad asks a pertinent question to the consumer i.e. “What’s Your Number?” The visual of ‘Starting SIP Amount/Month’ helps the consumer understand that he can start with a small amount which will not burden his current lifestyle. Further in a period of 20 years he can accumulate a sizeable amount. The print creative gives an example across three amounts viz. Rs.1 Crore, Rs.3 Crore and Rs.5 Crore. This helps the consumer gain wider perspective of how much he would need to invest now, in order to reach a higher amount in the future. It is also very important for the consumer to note that he needs to TOP-UP his SIP annually and it is through this SIP TOP-UP he would be able to achieve his number and thereby his life-goal or dream.

     

    The lead medium for this campaign is print with all editions of TOI and ET, and has a regional boost through Maharashtra Times, Vijay Karnataka and NavBharat Times. This campaign has further been amplified on-ground through collaterals, one-pager and a SIP TOP-UP calculator and on digital media through display advertising, search marketing, email marketing and social media. The website features this campaign on the home-page which links to a SIP TOP-UP calculator that gives the customer the power to calculate his number and gain a deeper understanding of how he could go about achieving it. In order to seed the thought further, the campaign will also go live on our customer experience touch-points such as IVR, SIP Renewal Forms etc.

     

  • It's well conceived, many of us men would identify with these everyday life situations. Good idea and an equally good execution. This ad assures us that not all Indian men are bad guys

    Debrief: ICICI Prudential: Ad bhi achha hai

    By Anil Thakraney

     

    Everyone I’ve spoken to likes the new ICICI Prudential commercial. And I agree with them. That’s because it rides on a tremendous insight: We men (at least some of us) gladly put ourselves in the line of fire to protect our near and dear ones.

     

    Themed ‘Bande Achhe Hain’, the TVC features a collage of such situations. An elderly gent comes in the way of the blazing sunlight on his wife’s face. A dude moves himself in the direction of the passing traffic to keep his lady partner safe. Another one prevents his missus from banging her head against an open cabinet, and so on. It’s well conceived, many of us men would identify with these everyday life situations. Also, what makes the communication strong is that most of us men don’t make a fuss when we do these helpful things, unlike the ladies, hehe.

     

    Good idea and an equally good execution. What I also like is the timing. With increasing incidents of rape and molestation in the nation, desi men are at the lowest point in terms of favourable imagery. This ad assures us that not all Indian men are bad guys. Nice to see a campaign that celebrates men, quite rare in this country, we guys usually (and deservedly) get trashed.

     

    If there’s one little problem I have, it’s the idea’s link with ICICI’s various insurance policies. That link is a bit tenuous, and the advertiser can only hope for a positive rub-off over a period of time. Of course, we already know that ICICI bank’s staffers are really achha bandas. Reportedly, they convert black to white, minus any fuss. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=n-Hx2T4ciws[/youtube]

    Rating: (On a scale of 1-5): 3.5. Pleasing ad, strong on empathy.