ICICI Lombard levels up the 'game of life' with insurance

ICICI Lombard has rolled out a campaign 'game of life', to underscore its insurance solutions as the key to preparedness and resilience. 

 

Conceptualised by Ogilvy, the film, set in a virtual gaming world, portrays life's challenges through a third-person interface where the protagonist's life/power bar fluctuates in response to experiences, showcasing the importance of insurance. It underscores the necessity of health insurance amidst unexpected trials. Featuring real humans as gaming characters, the film emphasises the impact of healthy choices on well-being, aligning it with ICICI Lombard's commitment to promoting health and providing support in times of need.

 

Sheena Kapoor, head marketing, corporate communications and CSR, ICICI Lombard, said, “We are really excited about our new brand campaign ‘Game of Life’. In our constant endeavour for innovation, the campaign is an original and disruptive take with a unique narrative and tonality inspired from gaming world and gaming characters! The central theme being the game of life is wrought with uncertainties and urges the viewer to stay protected and ‘revive’ oneself with ICICI Lombard’s insurance solutions. By putting the characters in a game-like scenario, we created a relatable story combining situations from real-life to communicate how life can be enhanced when you have apt protection shield in place. Gamification was not just merely a creative choice, but a strategic endeavour to engage with the audiences, especially the younger generation to help them appreciate the value of insurance early in life.”

 

Talha Bin Mohsin and Mahesh Parab, executive creative director, Ogilvy, said, “If our lives weren't complicated enough, the pace at which our everyday world is evolving makes each day of ours a little more unpredictable. A lot like a video game. This observation is what led us to a unique execution which captured the vulnerability of our lives today. Stressing the natural need for a higher level of protection comes effortlessly to an insurance giant like ICICI Lombard with its innovative suite of insurance products. Almost making ICICI Lombard the Respawn button of our lives.”