ICICI Lombard Launches Restart Right Campaign
The ‘New Normal’, is something that has changed our present and future completely, social distancing and maintaining self-hygiene has become a part of our day to day life along with it, health has also gained its importance which was the much-neglected topic before.
In this scenario, when people’s minds are getting inclined towards health-related concerns ICICI Lombard General Insurance, which is India’s leading private sector non-life insurance company, has come up with its health insurance portfolio and introduced new-age solutions for its people. In the same line to amplify the impact of its plans, it has launched #RestartRight campaign in mass media and digital channels which will help target new age platforms like OTT (Over The Top) video streaming.
The campaign launched in two phases. In the first phase of the campaign, it shows the current situation where consumers are hesitant because of the pandemic but are trying their best to work through the constraints. Showing an incident the campaign shows’ a lady inviting her friend home after a long time, but first makes sure she sanitizes her hands before entering.
In the second scene it shows, a mother returning home from work stops her daughter from coming close to her, but then hugs her after she has taken a shower. All these instances communicate people to ‘Restart’ life, but in the ‘Right’ way. At the same time, it communicates its own adoption to the ‘new normal’ and upgrading of its health insurance solutions that align with the new normal.
Coming to the brand’s health insurance ‘new age’ solutions. It includes benefits such as tele-consulting a doctor 24×7, online medicines order & delivery, and insurance for treatment availed at home. The videos have been targeted to showcase the difficulties faced by consumers due to the lockdown and how the revamped offerings remove the said hurdle. For example, if a consumer is hesitating to visit a doctor, ICICI Lombard’s tele-consult facility enables her to seek expert medical advice on the phone itself including obtaining an e-prescription that can be ordered online.
On the announcement of the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard General Insurance stated, Amid the lockdown relaxations, consumers are wanting to restart life but hesitating to do so, amid the heightened health concern. At ICICI Lombard, we understand this ‘new normal’ situation and have accordingly reoriented ourselves by introducing relevant solutions for our customers. Our new campaign that showcases new-age benefits reassures customers that by following safety protocols and equipping themselves with our health insurance solutions, they can go ahead and #RestartRight.On the launch, Talha Bin Mohsin and Mahesh Parab, Executive Creative Director, Ogilvy Mumbai said, The new normal has brought with it new uncertainties that have left us with a lot of unanswered questions. We all are trying to make sense of the new range of do’s and don’ts. But even in these testing times, we wanted to tell people that ICICI Lombard has suitably adapted its services to help its customers adapt to the new normal, seamlessly. While the world awaits a restart, our new health insurance solutions are here to make it right.
ICICI Lombard has always been a pioneer in identifying emerging trends and providing effective solutions to customers, in line with its brand ethos of Nibhaaye Vaade (Keeping promises).
