Campaign : Jeene Ka License-Train
Brand : ICICI Prudential Life Insurance
Company : ICICI Prudential Life Insurance Co.
Agency : Lowe Lintas
The Campaign
The film opens on a husband and wife who are about to have dinner in a train. As the wife is opening the lunch boxes, the husband tells her about a friend who is planning to open a restaurant. He also expresses his wish to join his friend to open the restaurant. The wife immediately disagrees, apprehensive about the risks. He then tries to convince her by saying that if he is successful then next time they would be able to afford to travel by plane.
Amitabh Bachchan, the brand ambassador for the brand, who is on the upper berth of the same compartment, eavesdrops on their conversation. He then climbs down and asks the man what if the restaurant doesn’t work? He starts putting the lids on all the lunch boxes while saying that it would mean ?plane band, holiday band, bade bade sapne band, family ka future band? (no plane journeys, no holidays, no big dreams, no rosy future for the family).
The wife looks happy as Bachchan supports her views. Bachchan then takes the husband aside and asks him to fill up the ICICI insurance policy form to secure his family’s future. Bachchan explains that will give him the freedom- the licence- to follow his dreams and enjoy his life without restraints and worrys about his family?s future.
When the man finally understands, he says “I see” to which Bachchan quickly reverts by saying “ICICI”. He then goes inside the compartment and joins the couple for dinner.
Our Take
ICICI Prudential had signed on Amitabh Bachchan early last year as its brand ambassador. This was the first time that the company had appointed a brand ambassador. This particular commercial is light-hearted and does not take an emotional tone to talk about insurance. The brand has consistently followed this tone in its campaigns and it has definitely worked for the brand. ?Jeene Ka License? or a licence to live out one?s life without any restraints is the message of the commercial. However, this film is not exactly a clutter breaking film. There is nothing new in the film and it does not have a very strong positioning. Even Bachchan’s presence as a brand ambassador doesn’t do much to help that.
ICICI Prudential Life is a leading insurance brand of the country in the private category and has always been very strong with its advertising campaigns including the ?Jeetey Raho? campaign which had an extremely strong positioning. This particular campaign doesn’t match upto that. And the ?Jeene Ka license? positioning does not live up to the expectations that viewers would have from an established brand like ICICI Prudential.
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