Being Proactive

ICICI Lombard’s latest ad is about offering fitness-based solutions

ICICI SE1472726381Every year, getting fit is an item that features in the New Year resolution list for a major sect of the population. Ironically, it is also a task that always gets pushed to the next year. Stemming off the trend, ICICI Lombard, in its new campaign, is exhorting its customers to lead an active lifestyle by providing health solutions that include benefits like yoga and gym reimbursements, fitness and sports therapy.

The motto was to remind the consumers about ICICI Lombard’s core value, ‘Nibhaye Vaade’ says Talha Bin Mohsin, senior creative director, Ogilvy & Mather, who worked on the creative inputs with Mahesh Parab. “The brief was to refresh this proposition and take it forward in a new way that could make the brand more proactive where it’s involved with the fitness or health of the customers,” he says.

Corroborating the stance, Sanjeev Mantri, executive director, ICICI Lombard says that the campaign wanted to ensure that insurance was more than a piece of paper and played an active part in the customer’s wellness. “We have always strived to find the next thing we could to make a difference in our customer’s lives. Over the years, we have transformed from being a Risk Financier to a Risk Manager for our customers,” he says.

The ad is being actively promoted through traditional and digital channels. The company is also using the #DotheDifficult handle to invite customers to share their experience in overcoming hurdles to fulfill promises made to their loved ones.

This was originally published on

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