Gentleman's Promise

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SummaryThis ICICI Lombard ad blends old-world values such as friendship and honesty to tell a story of promises made and kept.

Campaign name: A promise fulfilled

Brand: ICICI Lombard

Company: ICICI Lombard General Insurance Company

Agency: Cartwheel Creative

Consultancy Pvt ltd

The Campaign

Set in a college hostel, the new ad for ICICI Lombard starts with the protagonist Kunal putting on a red jacket, which he regards as his lucky jacket, for an interview. Kunal had worn this jacket at all major events in his life - his first speech, his first award, when he proposed to his girlfriend and so needs it for his first interview. The moment of truth arrives when he has to decide between wearing his lucky jacket for an interview and handing it over to a friend to whom he had made a promise. True to his words, the protagonist hands over the jacket to the friend thereby living up to his promise. The ad ends with the voice-over: “Vaade wahi mayne rakhte hain jo nibhaye jaaye” (Promises count but only when they are fulfilled).

Our Take

ICICI Lombard GIC is the largest private sector general insurance company in India with a gross written premium (GWP) of Rs 5,358 crore for the year ended March 31, 2012. The company issued over 76 lakh policies and settled over 44 lakh claims and has a claim disposal ratio of 99% (percentage of claims settled against claims reported) as on March 31, 2012. Supported by these figures, the company sets out to depict itself as a certified insurance claim settler through this new ad campaign titled “A promise fulfilled”.

But instead of blandly tom-tomming the numbers, this ad blends old-world values such as friendship and honesty to tell a story of promises made and kept. Cold hard facts turn into a warm human story in this ad. By using a simple story of a friend who is always there for others and fulfills all his promises the brand infuses a human angle to the insurance story, making terms such as insurance and settlement of claims more understandable and thereby helping potential customers realise what the ICICI Lombard insurance brand strives to do. Using friendship as a metaphor for the relationship between the insurance company and a customer is quite a clever way of personifying a subject which otherwise might not be very interesting to others. Also by using a college student as a protagonist they are aiming at the new generation trying to catch them as young as possible. In a country where thousands of unfortunate events

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