ICICI Prudential Life Insurance has launched a new multimedia advertising and marketing campaign to establish its term insurance plan ‘ICICI Pru iProtect Smart’. The campaign is built on consumer data which shows that Covid-19 has resulted in higher awareness and interest in life insurance.
Commenting on the launch, Manish Dubey, Chief Marketing Officer, ICICI Prudential Life, said: “As people adjust to the new normal and get on with their lives, they are taking extra precautions to safeguard their health. Today, masks and sanitisers have become essential items of the household shopping list. Like masks and sanitizers, life insurance is now a must have in everyone’s safety basket. We must take precautions to deal with the present risk and also be prepared for tough times if they occur. The life risk during the pandemic has made consumers conscious about including term insurance in their financial portfolio.”
This Diwali, ICICI Prudential Asset Management Company (AMC) has unveiled a campaign titled #YehDiwaliSIPWali. The campaign talks about the perks of investments through SIP.
Said Abhijit Shah, Head – Marketing, Digital & Customer Experience: “Come Diwali, come expenditures. Diwali is that time of the year when the celebrations are larger than life and usually, so are the expenses. Through our latest campaign #Yeh Diwali SIP Wali, we seek to take a pledge towards illuminating financial well-being and a better financial future by starting a Systematic Investment Plan (SIP) in mutual funds.â€
In order to help investors understand the benefits of remaining invested for longer periods, ICICI Prudential Asset Management Company Limited has launched its latest Investor Education campaign #StayInvested. The campaign takes a fresh look at long term investing by aptly bringing out the analogy of long term relationships.
The campaign has been conceptualized by Lin Engage, the experiential marketing & activations division of the MullenLoweLintas Group. The campaign begins with a couple shown celebrating their tenth wedding anniversary. Upon being asked by his younger brother on how it feels to be together for ten years, the male protagonist replies by saying that ‘when everything is good it’s magic, when it’s not good then use logic.’ He further goes on to elaborate how one needs to be patient in a relationship and keep hanging on till one reaps the benefits of being together for a long time. That’s when his better half intercepts and asks him if he is talking about their marriage or about a mutual fund that they have invested in. He realises he’s been caught and sheepishly says: both! The VO further explains why staying invested for a long time is the right thing to do.
Speaking on the launch of this initiative and the thought process behind it, Abhijit P Shah, Head- Marketing, Digital and Customer Experience, ICICI Prudential Asset Management Company said “Patience in equity markets is rewarding, and the longer one invests and waits, the better are the rewards. In fact, it does not matter at what level the market is if you are a long haul investor and keep investing steadily. We believe this campaign will help drive home the need to stay invested for longer periods of time in the minds of retail investors.â€
Also, through the digital leg of the campaign, investors can make use of a ‘Long Term Investment Calculator’. This tool helps investors calculate how your investment would have grown if you had stayed invested over a long term. One has to simply enter the investment horizon and amount of investment and the calculator will display the total value of your investment and the number of times it has grown.
Vasudha Narayan
Elaborating on the creative approach taken behind the campaign, Vasudha Narayan, Executive Creative Director said, “The brief was unique which is to stay invested for a long term in mutual funds. The creative idea we hit upon was fairly simple: be it mutual funds or marriage, don’t quit or walk away at the first sign of trouble. The longer you stay, the more the rewards.â€
Under the aegis of this campaign, a high impact TV campaign is being aired across leading national channels and will be coupled with an extensive digital campaign across various social media platforms, to drive reach & visibility.
Bharti Airtel has joined an elite club of global brands by making it to this year’s BrandZTop 100 Most Valuable Global Brands list by WPP firm Millward Brown. ICICI is the only other Indian brand in this group.
With an overall ranking of 63 (brand value: $ 12.7 billion) and 71 (brand value: $11.5 billion) respectively, ICICI and Airtel have been ranked ahead of top global brands such as Citi (82), Sony (86), MTN (88), China Telecom (90) and Volkswagen (96). ICICI is in fact ahead of even Pepsi which ranks at #67.
The BrandZ Top 100 Most Valuable Global Brands study is conducted annually by leading global research firm Millward Brown. It is the only brand valuation that takes into account what people think about the brands they buy along with rigorous analysis of financial data, market valuations, analyst reports and risk profiles. The ranking is arrived through a continuous in-depth quantitative research on a category-by-category and a country-by-country basis. The research covers some 2 million consumers and more than 50,000 brands in over 30 countries.
