ICICI Lombard, an insurance company, has launched an integrated media campaign ‘Game of Life’. As per the company, the core of the campaign is a film, set in a virtual gaming world mirroring the real one, where the protagonist faces life’s challenges in a third-person game interface.
The life/power bar, a key element in the narrative, ebbs and flows in response to the character’s experiences. It visually depicts how life’s trials, like an unexpected illness or an accident, deplete our ‘power,’ metaphorically emphasising the vital role of insurance in such scenarios.
Talking about the campaign, Sheena Kapoor, head marketing, corporate communications and CSR, ICICI Lombard, said, “We are excited about our new brand campaign ‘Game of Life’. In our constant endeavour for innovation, the campaign is an original and disruptive take with a narrative and tonality inspired from the gaming world and gaming characters. The central theme being the game of life is wrought with uncertainties and urges the viewer to stay protected and ‘revive’ oneself with ICICI Lombard’s insurance solutions.”
The campaign is conceptualised by Ogilvy.
Moreover, the campaign is part of ICICI Lombard’s comprehensive strategy with integrated mass media approach, with an initial launch on digital platforms, followed by television. Alongside the launch, the campaign will be further disseminated to the brand’s channel partners and customers ensuring a widespread presence.
“If our lives weren’t complicated enough, the pace at which our everyday world is evolving makes each day of ours a little more unpredictable. A lot like a video game. This observation is what led us to a unique execution which captured the vulnerability of our lives today. Stressing the natural need for a higher level of protection which comes effortlessly to an insurance giant like ICICI Lombard with its innovative suite of insurance products,” Talha Bin Mohsin and Mahesh Parab, executive creative director, Ogilvy, added.