Q]What does your marketing mix look like and what mediums have you used for this particular campaign of yours?
Our ‘Game of Life’ campaign was an integrated one. I strongly believe in having an integrated approach for most campaigns, budgets permitting. So, even for this, we used a blend of Television, Digital, Social, and PR channels. Television and Digital are the mediums where we put our marketing might on.
Q]Your campaign ‘Game of Life’, includes elements of gamification to showcase the brand’s message in a unique manner. How did you come up with this novel idea?
In the bustling Q4 planning phase, we aimed for a brand-focused campaign, steering away from product-centricity. Collaborating closely with Ogilvy, we explored various creative avenues, ultimately converging on ‘Game of Life’—an innovative narrative marrying brand ethos with tech-centricity. The goal was to land on a narrative that not only talks about the category and brand, but is also able to resonate well with the younger audience. This breakthrough gamification approach, a first in our industry and possibly globally, resonates strongly with our target audience, embodying our agility and tech prowess.
Q]As far as content and strategy are concerned, what is ICICI Lombard doing as a brand to stay ahead of others?
Given that we are the industry’s numero uno general insurance company, it’s important for us to continue to be the torchbearer for this industry. We’ve been a pioneer in offering digital solutions to MSMEs, for their commercial lines of businesses.
From launching initiatives on International MSME Day to leading with Gen AI in the ‘Claim Your Calm’ campaign, we drive change. Our commitment lies in pushing boundaries, elevating consumer experiences, and embracing technology at every turn. Our mission is to raise the bar, one innovation at a time.
Q] What are you doing as a brand to communicate better with rural audiences?
We are aligned with IRDA’s vision of insurance for all by 2047, driving penetration in states like Bihar and Tripura. Collaborating with self-help groups, gram panchayats, and local organisations, we’re spreading insurance awareness through regional campaigns and tailored micro-insurance products. Expanding beyond urban hubs, ICICI Lombard is now penetrating deeper into Bharat, catering to lower income groups with tailored micro-insurance solutions. With a focused approach and strategic investments in infrastructure and products, we’re committed to reaching and serving diverse communities across India.
Q] Correct me if wrong, ICICI Lombard doesn’t have any brand ambassador as such at the moment. How do you perceive the role of ambassadors in today’s time?
At ICICI Lombard, our commitment is to genuine narratives that connect with people, rather than relying on the star powers of celebrities. Our initiatives, ranging from ‘Game of Life’ to ‘Salaam MSME’, have flourished without the need for famous faces, demonstrating that compelling narratives have a greater impact than mere celebrity appeal. We do make exceptions when a celebrity’s unique characteristics can significantly enhance the story we’re telling. For instance, Emraan Hashmi’s participation in our World Heart Day campaign was not about his star status but about repurposing his ‘serial kisser’ image to promote CPR awareness, turning a cinematic cliché into an educational moment about saving lives. Similarly, we chose Ranveer Singh’s voice for a campaign to amplify our message, not because of his fame, but because of the distinctiveness he brought to the role. But the goal is always to create a powerful story.
