The ad film is the story of a man out for a run in the wee hours in a snowy, sleepy town. As he huffs and puffs, struggling to keep pace and stay warm at the same time, thoughts of everything his heart would rather be doing on a snowy morning come to his mind. These thoughts range from sleeping in, enjoying warm peanuts, a hot bath, hot breakfast to hot tea by the campfire. Finally, he runs out of breath. The break allows him to remind himself that what his heart wants the most is to keep running to fulfil a promise of fitness made to his daughter. The voiceover goes on to urge consumers to fulfil the promises they have made just like the brand does for its customers.
ICICI Lombard’s latest ad film from the #DoTheDifficult campaign makes running in the morning look more purposeful. The film is a part of the Nibhaye Vaade brand proposition. While the hashtag #DoTheDifficult is a conversation starter with customers to share their ‘difficulties’, the film goes slightly easy on the messaging in terms of its delivery, subtlety and simplicity.
The health insurance category has seen new entrants in the past few years, some that don’t quite share the same scale as this brand. The ad space for health insurance sees films that are not as heavy on emotions like the usual general or life insurance films. Established competitors have, over the years, gone with humour as well as tearjerkers, with new players keeping it short, clean and simple.
The insurance category, irrespective of the brand or product has to deal with how much emotion can be rationed per film — are we going to scare the customers this time or should a gentle nudge be enough? Given the health insurance product in question, the client has selected the latter option.
Sanjeev Mantri, ED, ICICI Lombard General Insurance, says, “We have been transforming ourselves to play a more proactive role by helping our customers stay fit and healthy. This is in line with our belief that prevention is better than cure and our new brand campaign exemplifies this thought.”
The campaign aims to highlight yoga and gym reimbursements, nutrition consultation, sports and fitness therapy as part of the brand’s health insurance offerings. It’s a decent attempt but the execution seems a tad stronger than the idea. The MVO and casting are spot on, as is the locale. But we wonder if on running the ad on mute, will the idea still come across as clearly?
Brand: ICICI Lombard
Company: ICICI Lombard General Insurance
Agency: Ogilvy & Mather