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BW Businessworld

Putting Health Before Money

ICICI’s Prudential Life’s latest TV commercial hopes to touch the sentimental side of its viewers through a beautiful woven story on winning over a life-threatening disease by being prepared

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A key element in any ad campaign is the plot. A moving story is what every brand wants, to attract viewers’ attention. ICICI’s Prudential Life’s latest TV commercial too hopes to touch the sentimental side of its viewers through a beautiful woven story on winning over a life-threatening disease by being prepared.

The new ad in its ‘Agar taiyaari sahi ho, toh jeet pakki hai’ series shows how a coach overcomes cancer. The ad basically takes a closer look at what one goes through when faced with such a disease. For such an illness, the road to recovery is long and expensive, and the high treatment costs is a concern. But if one is prepared, the struggle can be less painful, financially. The film uses the coach’s football team that prepares hard and ultimately wins the game, as the metaphor for the benefits of preparing.  The multimedia campaign has been conceptualised by Lowe Lintas and produced by LinProductions.

Speaking about the inspiration behind the campaign, ICICI Prudential executive director Puneet Nanda says, “The consumer is always at the center of all our efforts. Amongst Indian consumers today, lifestyle-related illnesses such as cancer and heart disease have become increasingly common due to fast-paced lives. In most cases, urgent medical attention is required — which often demands a large sum of money, in a matter of a few days. But at such a time, the family should not have to worry about finances. This is the key insight behind our new health plan — ICICI Pru Heart/Cancer Protect. The plan pays the claim amount on detection itself, giving money in hand to make the best treatment possible. The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like cancer.”

Arun Iyer, chairman & chief creative officer of Lowe Lintas, says, “Through this campaign, we are speaking to our audience and highlighting the role of ICICI Pru Heart/Cancer Protect, an innovative health insurance product that helps individuals to focus on their treatment for heart and cancer ailments without worrying about the expenses. Our creative strategy through this film is to talk to our target audiences in a language and tone, they would understand best. We are confident that the relevant and relatable story of a coach’s battle against cancer will appeal to our audience and create a strong affinity for ICICI Prudential.”

The campaign has been rolled out across social media platforms to drive reach.