ICICI
Lombard launches #RestartRight campaign
Highlights
new solutions in its health insurance policies aligned to the ‘New Normal’
COVID-19 has
impacted lives and businesses across the globe. The human society stands at the
crossroads of a ‘New Normal’, something that will alter our future completely.
Social distancing and curtailed movement have become the norm. Further, in this
changing scenario, health protection through a comprehensive health insurance plan
gains paramount importance.
Staying
ahead of the curve, ICICI Lombard General Insurance, India’s leading private
sector non-life insurance company, has revamped its health insurance portfolio
and introduced new age solutions. Further, to create awareness of the same
among consumers, it has launched a unique #RestartRight campaign in mass media,
focusing on digital channels and targeting new age platforms like OTT (Over The
Top) video streaming.
Click here to watch video: https://www.youtube.com/watch?v=rIs-WMn0flk&authuser=0
Click here to watch video: https://www.youtube.com/watch?v=rIs-WMn0flk&authuser=0
The
campaign launched by ICICI Lombard is two-fold. The first phase of the campaign
involves a brand led communication which exemplifies the current situation
where consumers are hesitant given the pandemic but are trying their best to
work through the constraints. Depicting various ‘slice of life’ situations, it
shows a lady inviting her friend home after a long time, but first makes sure
she sanitizes her hands before entering. In another instance, a mother
returning home from work stops her daughter from coming close to her, but then
hugs her after she has taken a shower. In this way, the communication persuades
people to ‘Restart’ life, but in the ‘Right’ way. At the same time, it
communicates its own adoption to the ‘new normal’ and upgrading of its health
insurance solutions that align to the new normal.
The
main communication will be followed by specific benefit driven creatives which
bring out the individual offerings that form part of the brand’s health
insurance ‘new age’ solutions. These include benefits such as tele-consulting a
doctor 24x7, online medicines order & delivery and insurance for treatment availed
at home. The benefit driven videos again showcase constraints faced by
consumers due to the lockdown and how the revamped offerings remove the said hurdle.
For instance, if a consumer is hesitating to visit a doctor, ICICI Lombard’s tele-consult
facility enables her to seek expert medical advice on the phone itself
including obtaining an e-prescription that can be ordered online.
On
the announcement of the campaign, Sanjeev Mantri, Executive Director, ICICI
Lombard General Insurance stated, “Amid the lockdown relaxations, consumers
are wanting to restart life but hesitating to do so, amid the heightened health
concern.
At ICICI Lombard, we understand this ‘new normal’ situation and have
accordingly reoriented ourselves by introducing relevant solutions for our
customers. Our new campaign that showcases new age benefits reassures customers
that by following safety protocols and equipping themselves with our health
insurance solutions, they can go ahead and #RestartRight.”
Speaking
on the launch, Talha Bin Mohsin and Mahesh Parab, Executive
Creative Director, Ogilvy Mumbai
said, “The
new normal has brought with it new uncertainties that have left us with a lot
of unanswered questions.
We all are trying to make sense of the new range of do’s
and don’ts. But even in these testing times we wanted to tell people that ICICI
Lombard has suitably adapted its services to help its customers adapt to the
new normal, seamlessly. While the world awaits a restart, our new health
insurance solutions are here to make it right”.
ICICI
Lombard has always been a pioneer in identifying emerging trends and providing
effective solutions to customers, in line with its brand ethos of “Nibhaaye
Vaade” (Keeping promises).
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