Cheers to living longer

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For ICICI Prudential, the mantra is to live well today and kiss the worries of future goodbye

Imagine a life that is sans tensions and all the hassles – that is what ICICI Prudential wants to convey through its latest ‘Jeetey Raho’ ad campaign. When 4Ps B&M caught up with R. Balakrishnan (Balki), Executive Creative Director, Lowe (the agency behind the creative), he asserts, “Normally the concept of insurance is always associated with death and hence a lot of negativity is, so we wanted to come out of that kind of association.” With the opening of the insurance sector in 1999, ICICI Prudential set shop in December 2000 after receiving approval from IRDA. But it was only in the year 2001 that it decided to come out with ad advertising campaign. Balki calls the first phase of advertising as the ‘Sindoor’ phase, as Sindoor in the Indian tradition is seen as the symbol of protection by every woman. So the message for the consumers was clearly to project ICICI Prudential as a means of protection. The objective of the campaign was to establish the positive side of life insurance and entrench the brand in the minds of consumers.

The first commercial of ICICI Prudential opens with a marriage ceremony and a couple taking vows. The voiceover says, “Main vaada karta hoon ki tumhein swast or surakshit jeevan doonga.” More promises were made & the final voiceover says, “Har vaade mein aapke saath hain hum...” and the logo of ICICI appears with the man’s thumb drawing a line of Sindoor. The connotation was simply to show that with ICICI Prudential by one’s side, one would be able to fulfil all the promises one makes. The ad campaign also helped the company amass tremendous goodwill that was the need of the hour.

Although the campaign signifies protection, it also talks about the responsibility on the shoulders of the head of the family. In a bid to focus more on this aspect, ICICI Prudential tweaked its advertising strategy a bit in its second phase. Sujit Ganguli, Sr. VP & Head-Marketing, ICICI Prudential, told 4Ps B&M, “In 2005, our communication was centred around the proposition of satisfaction by fulfilling responsibilities towards one’s family. This was brought alive by the visual of a ‘kandha’ or the shoulder, which was used to symbolise responsibility.” All the ad films were visually arresting, with powerful lyrics & music.

Not diverting from the basic theme, in 2007, ICICI Prudential ventured into its third phase of advertising with the ‘Jeetey Raho’ campaign, which goes on to portray that insurance helps to forget all tensions & hence live longer. Balki adds, “The idea was to state that live for today without any worries about tomorrow.” The expression ‘Jeetey Raho’ is universally accepted as a blessing for living well and living long and therefore it serves the purpose of the creative to deliver the key message that is to live well today without worrying for tomorrow.

Ganguli elaborates, “The new campaign moved away from the concept of ‘protection’ to a wider proposition of ‘goals guaranteed’.” The campaign reflects the shift in customer attitude towards life insurance. It’s now seen as an assurance for one’s important life goals – wealth creation, retirement planning or saving for children’s education – to be met. This communication thus marked a shift in focus from a primarily emotional-benefit driven campaign to a more rational-benefit platform. Following the success of the corporate campaign ‘Jeetey Raho’, ICICI Prudential Life’s latest retirement category campaign extends the message of goals guaranteed into the realm of retirement planning. ICICI Prudential has always brought to the fore very Indianised elements in all their ads, with a backdrop of hope and happiness to shoo away the negativities that subconsciously get attached to insurance.

Surbhi Chawla

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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