Ogilvy India takes you into the virtual gaming world via ICICI Lombard’s ‘Game of Life’ campaign
Insurance company, ICICI Lombard has partnered with Ogilvy Mumbai to create an innovative integrated media campaign, ‘Game of Life’. The concept pairs the thrill of gaming with the pragmatism of insurance. Breaking away from the industry’s reliance on celebrity endorsements or the traditional marketing ideas, this campaign harnesses the alluring appeal of virtual games, an innovative approach that resonates deeply with the digital-native generation.
The core of the campaign is a captivating 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 emphasizing the vital role of insurance in such scenarios. The choreography and orchestration of the treatment are not only visually appealing but also very impactful and immersive.
The campaign aims to position ICICI Lombard as more than just an insurance provider. It is depicted as a crucial ally empowering individuals to confront and overcome life’s hurdles, symbolizing the ‘power button’ that helps players keep their batteries in the ‘green zone’ or ‘protected zone’. From daily challenges to significant setbacks, ICICI Lombard’s insurance solutions are the key to preparedness and resilience, turning the tide in favour of the insured.
“Life’s unpredictability is akin to a game, filled with challenges that test our resilience,” says Sheena Kapoor – Head Marketing, Corporate Communications & CSR, ICICI Lombard. “Our campaign is an allegory of this journey, leveraging the universal language of gaming to underscore the necessity of being well-equipped. ICICI Lombard emerges not just as an insurance provider but as a strategic partner enabling individuals to navigate life’s obstacles with utmost confidence.”
By adeptly utilizing gaming mechanics, the campaign weaves a relatable story for the younger audience, presenting life’s trials and tribulations as game levels, each requiring unique strategies and the supportive role of ICICI Lombard. It is an innovative approach, showcasing life’s ups and downs and highlighting the unpredictable nature of life.
Kapoor added: “This campaign is part of our comprehensive strategy with integrated mass media approach, with an initial launch on digital platforms, followed by Television. Alongside the launch, our campaign will be further disseminated to our channel partners, customers ensuring a widespread and impactful presence.”
“Our promotional film takes a ground-breaking approach, featuring real humans who act like gaming characters within a virtual environment. The protagonist faces the challenge of making choices between healthy and non-healthy options, showcasing the impact of these decisions on their health. This aligns seamlessly with IL’s core values of promoting healthy choices to maintain well-being while also providing support in unforeseen exigencies. The film’s narrative reflects our commitment to encouraging a healthier lifestyle, emphasizing the importance of making informed decisions for long-term well-being.”
Talha Bin Mohsin & Mahesh Parab – Executive Creative Directors, Ogilvy India, said: “If our lives weren’t complicated enough, the pace at which our everyday world evolves makes each day of ours a little more unpredictable. It is a lot like a video game. This observation is what led us to a unique idea 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. Almost making ICICI Lombard the Respawn button of our lives.”
Credits
Client: ICICI Lombard GIC
Agency: Ogilvy Mumbai
Chief Creative Officers-Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
ECDs & Copywriters, Ogilvy Mumbai: Talha Bin Mohsin, Mahesh Parab
Creative Team, Ogilvy Mumbai: Vilsen Gonsalves, Sonali Padave, Arnab Choudhury, Priyal Patil
Account Management, Ogilvy Mumbai: Harsh Bhatt, Pradeep Rao, Sagar Nitin Sali, Rutuja Kothurkar
Brand Planning, Ogilvy Mumbai: Nirav Parekh, Ramana Charan
