ICICI Lombard rolls out innovative 'Game of Life' media campaign. Details here

livemint.com:

ICICI Lombard has introduced a groundbreaking integrated media initiative called “Game of Life". This pioneering concept in the insurance domain combines the excitement of gaming with the practicality of insurance. Departing from the conventional use of celebrity endorsements and traditional marketing strategies within the industry, this campaign leverages the captivating allure of virtual games. This innovative approach strongly connects with the digital-native generation, making the brand more appealing not only to a younger audience but also positioning it as a tech-centric player.

Sheena Kapoor – Head Marketing, Corporate Communications & CSR, ICICI Lombard said, “We are 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 by the gaming world and gaming characters! The central theme is that the game of life is wrought with uncertainties and urges the viewer to stay protected and ‘revive’ oneself with ICICI Lombard’s insurance solutions."

Kapoor added, “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 an 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."

At the heart of the initiative lies a captivating film, unfolding within a virtual gaming realm that mirrors reality. The protagonist navigates life’s challenges through a third-person game interface, where a life/power bar