ICICI Prudential says it’s time to celebrate the ‘gentlemen’ in life

Life insurance Company, ICICI Prudential has released a new television campaign themed around the goodness of men who take care of their family to form an emotional connect with its target audience. The TVC created by Lowe Lintas and Partners went on air on 14 February.

The TVC features several instances where men of the family are shown taking care of their spouse or child, and not even expecting credit for the deed. The film features instances like a father checking the sturdiness of the plank before he calls out to his family to join him on a ferry ride. Another one features a husband ensure that his wife doesn’t hurt her head on the open drawer before she straightens up after picking up a sweater he has dropped while getting dressed. The next features another husband waiting for his wife to safely reach home and switch on the light before he drives away in a taxi. This is followed by the instance of an elderly couple, where the husband sits strategically to give shade to his wife who is trying to cover her eyes and continue reading a book. Another instance shows a family waiting at the railway station late in the night and the father is holding on his little son’s pant loop so that he doesn’t wander away. Another features an instance of a father at the school protecting his child from the rebukes of a headmistress. The TVC ends with a man ensuring the safety of his female companion while they walk on a crowded road and the voice over stating, “Jo zimmedari nibhaate hain who jataate nahin. Unko suraksha dete hain hum. ICICI Prudential Life insurance – Zimmedari ka humsafar,” thus equates the role of a family provider with the insurance brand.

Manish Dubey, senior vice president and head marketing, said, “The family man cares for his family members and protects them every day. This thought of protection is always there but is understated. We saw this ‘understated but important’ facet of the man as an opportunity. So, we are celebrating the everyday goodness of the family man. This also resonates with the role life insurance plays in our lives – understated care but important for the family’s well-being.”

On the campaign, Amer Jaleel, national creative director, Lowe Lintas and Partners, said, “The TVC is simply a celebration of all the good men in the world. It is based on the insight that contemporary family men shoulder their responsibilities very well without making a big show. Hence, the TVC presents this side of men that the world knows but takes for granted. The brand is with such men who take their responsibilities seriously.  

All little occasions or instances that we take for granted and that are not generally seen in any commercial on TV or any other medium are highlighted in this commercial.”

Credits
Client: ICICI Prudential Life Insurance
Creative agency: Lowe Lintas and Partners
Creative team: Amer Jaleel, Anaam Mishra, Ateet Shroff, Keegan Pinto, Aditya Tripathi, Rushita Bhatadye
Business team: Anaheeta Goenka, Indraneel Ghosh, Vikash Sharma
Planning: Arun Raman Ninad Umargekar
Production House:  Chrome Pictures
Director: Amit Sharma