Embracing responsibility with love: ICICI Prudential Life’s ‘Zimmedari lagey pyaari’ campaign reshapes the life insurance narrative

Campaign seeks to highlight responsibility as a privilege

∙ Positions investing in life insurance as fulfilling financial  responsibilities towards loved ones

∙ Reinforces the brand’s commitment of being a trusted partner to families

ICICI Prudential Life Insurance unveiled its latest brand campaign,  “Zimmedari lagey pyaari” (Responsibilities make life beautiful) reaffirming its commitment  as a trusted partner to customers in their financial journey. This campaign aims to redefine  responsibility as an expression of ‘Affection and Concern.’

What makes this campaign unique is its emphasis, through thought-provoking visuals and  narratives to underscore the diverse dimensions of responsibility. It brings alive a fresh  perspective on the concept of responsibility by showcasing how life is shaped by the way  individuals handle their responsibilities.

The film, directed by Mr. Prashant Madan, showcases emotionally touching moments which  bring a smile to the viewer’s face, as they identify with relatable slice of life moments.  Whether it’s a new mother struggling to comfort a crying child or a father’s determined yet  futile efforts to make the perfect breakfast, the film communicates the notion that while  responsibility is an ongoing journey, it ultimately brings fulfilment and satisfaction. The  campaign fortifies the Company’s commitment to being a trusted life insurance partner to  millions of Indians, enabling them to fulfil their responsibilities.

Speaking at the launch of the campaign, Mr. Anup Bagchi, MD and CEO, ICICI Prudential  Life Insurance, said, “The launch of our new brand campaign “Zimmedari lagey pyaari” showcases responsibility as an ‘Expression of Affection’ and marks a milestone in reshaping  the life insurance narrative. The underlying thought of the campaign is to reposition life  insurance as equipping individuals to fulfil their responsibility.”

He further added, “Our comprehensive suite of term Insurance, long-term savings and  retirement solutions coupled with our philosophy of the right product to the right customer  plays a pivotal role in enabling our customers to provide financial security to their families  and fulfil their responsibility.”

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Mr. Amit Palta, Chief Distribution Officer, ICICI Prudential Life Insurance, said, “We believe  fulfilling responsibilities towards loved ones is a profound commitment, reflecting love and  care. This campaign is a testament to our continued efforts to redefine the value life  insurance provides individuals and families. The campaign is the first brand initiative of the  Company after a decade. It showcases instances of individuals caring for their loved ones,  which strikes an emotional chord with viewers. This resonates with our commitment to being  a trusted and responsible partner to our customers empowering them to provide their loved  ones with a secure future. This commitment is reflected in our industry leading claim  settlement ratio of 98.6% for 9M-FY2024, with an average turnaround time of just 1.3 days.”

He added, “The “Zimmedari lagey pyaari” campaign effectively communicates responsibility  as an expression of love and care. The objective of the campaign is to build an emotional  connect with diverse demographics using humour while highlighting the universal desire for  safety and well-being of loved ones.”

The campaign conceived and scripted by Leo Burnett will be broadcast across TV channels  in five languages – Hindi, Marathi, Tamil, Telugu and Bengali encompassing a significant  number of ad spots over a specific duration. This campaign will also be showcased on  Instagram, Facebook, YouTube, LinkedIn and X (formerly Twitter) for which it has stitched  partnerships with prominent influencers. Additionally, a caller tune for the campaign is being  created to enhance reach.

Link to the campaign: https://youtu.be/Hl8ljtztt2Q?si=S8-4IW_2DPps3Zm