INDIA: ICICI-Prudential in new 'image' blitz

Abishek Bhatia, marketing manager, ICICI Prudential said: "Our product-related advertising has been received very well and we thought that it was time for us to go back to a theme campaign to strengthen the brand."

The new commercial is an extension of an earlier corporate campaign, which focused on 'owning' the protection platform,with the core idea being 'We cover you at every step in life'.

Bhatia said: "The campaign aims to reassure consumers that the company is committed to staying with them through all the ups and downs in life. We have used marriage vows as a symbolic representation, as marriage is not just about the present, but also a commitment to the future."

The new campaign retains elements such as 'vermilion', a red powder worn on the forehead by married Hindu women, and the shloka (scripture) soundtrack used in earlier work.

Bhatia said the two major objectives of the campaign were to strengthen the brand proposition and to memorably bring out the 'commitment for life' element. He said the concept tested well with focus groups and there was "a great deal of empathy with the finished commercial in previews".

The advertising agency handling the account is Lowe India and the film was made by Nirvana Productions. The media planning and buying duties for the campaign are handled by Initiative Media and ICICI-Prudential has budgeted US$700,000 for the campaign, which will run through the year.

The bulk of the media spend for the campaign will be on television - mostly on mass entertainment channels and news channels - and outdoor, with a small fraction being spent on press as well.

Bhatia said: "Outdoor is being primarily used as a 'reminder' medium. We are doing a little bit of press, but given the dramatic nature of the commercials, press does not lend itself very well to this campaign."