A campaign to establish brand essence

“The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart” 

The new TVC by ICICI Prudential perfectly befits the above famous quote by Henry Keller, where the ad captures the caring nature of men which often goes unnoticed. The ad has been successful in connecting one of the primary reason of buying policies to a very nature (some may call it perceived nature) of men in our society – that being protection.

The ad campaign has been conceptualized by Lowe Lintas and Partners. Manish Dubey, senior vice president and head marketing, ICICI Prudential, considers this to be a brand reinforcing campaign in the wake of the changing dynamics of the Indian Life Insurance Industry.

This ad campaign also marks a change in the communication pattern for ICICI Prudential. If one were to go in the past, even though its campaign focused on hitting on the emotional button but they were revolving around their products. This particular campaign although even strongly focuses on the emotional plank has elevated itself beyond the product level and is establishing a brand essence by  relating their brand name to one of the most important tenant of an Insurance policy i.e. protection.


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