This World Heart Day ICICI Lombard Urges Indians to take up a healthy lifestyle Through a Campaign Created by Ogilvy Mumbai
On the occasion of World Heart Day (September 29), ICICI Lombard, one of the leading non-life insurance companies in India, launched a unique digital campaign to endorse healthy heart habits for a long and blissful life.
ICICI Lombard is always ahead of the game in consistently developing communication for such topical days, in its attempt to get consumers to stay fit and healthy.
The video opens with a guy in his early thirties looking at the camera and talking about his love for food. But as he speaks, we see him gradually age. Wrinkles appear on his skin, his voice gets older and his hairline recedes and turns grey. By the end of his monologue, he pants and runs out of breath referring to the unhealthy lifestyle choices have made his heart age before time. Through the campaign, ICICI Lombard aims to remind consumers that they need to have a hale and hearty heart by following a healthy lifestyle thereby fulfilling their promise made to their loved ones.
Sanjeev Mantri, Executive Director, ICICI Lombard said, “At ICICI Lombard, we strongly believe in the saying, ‘Prevention is better than cure’. With the new campaign, we have created a unique monologue to motivate consumers to take up a healthy lifestyle and bring change in their lives. ‘Now’ is the time to take care of one’s heart to keep it in top form. By showing the man in the video age before time owing to his unhealthy eating habits, we have tried to appeal to the millennials and Gen Z. This is steps ahead of the conventional route of simply promoting the message of a healthy lifestyle. We at ICICI Lombard know that keeping promises is difficult but we do it in spite of the complexities involved. We believe our consumers live by the same philosophy, especially when it comes to the health promises to their loved ones.”
Talha Bin Mohsin and Mahesh Parab, Group Creative Directors, Ogilvy Mumbai commented, “They say, ‘we are as young as our heart’. And this World Heart Day, ICICI Lombard wanted to convey that the heart is not just an organ in our body. It is a mirror of our health, a reflection of our lifestyle choices. It ages with our unhealthy habits and subsequently so do we. While people might be aware of their unhealthy habits they persist in indulging in these habits, not worrying about the future. With this piece of communication, we wanted to convey the dangers of indulgence by showing the mirror of a serious health epidemic related to our heart that awaits us.”
Good health is one of life’s greatest gifts, and one should always respect it and take good care of one’s health. At the core of it is our “Heart”. The World Heart Day is all about taking a pledge to live a more heart-healthy life. Little habits like taking the stairs instead of the elevator, switching to a healthy diet, quitting smoking etc. can bring radical changes in one’s life. The idea is to keep a check on one’s heart-health and not to let it deteriorate to the point of no return. ICICI Lombard has always gone beyond the traditional role of insurance to promote health and wellness. It has been playing a bigger role by helping consumers evade incidents of falling sick by convincing them to take up wellness and fitness.
Credits –
Vice Chairman & APAC CCO: Sonal Dabral
CCOs: Kainaz Karmakar, Harshad Rajadhyaksha & Sukesh Nayak
Group Creative Directors: Talha Bin Mohsin & Mahesh Parab
Copywriters: Talha Bin Mohsin & Mahesh Parab
Creative Team: Gunjan Gaba, Harshal Walawalkar & Arnab Choudhury
Account Management: Harsh Bhatt, Amritesh Bakshi, Shakti Purohit & Vrushika Sharma
Planning: Bonnie Michael and Gunit Gogia
Production House: Hungry Films
Director: Vijay Sawant
Producer: Dharam Valia