ICICI Prudential Life’s ‘Zimmedari lagey pyaari’ campaign reshapes the narrative around life insurance. Details here

livemint.com:

ICICI Prudential Life Insurance, said, “The launch of our new brand campaign “Zimmedari lagey pyaari" showcases responsibility as an ‘Expression of Affection’ and marks a milestone in reshaping the life insurance narrative. The underlying thought of the campaign is to reposition life insurance as equipping individuals to fulfill their responsibility." Bagchi added, “Our comprehensive suite of term insurance, long-term savings, and retirement solutions coupled with our philosophy of the right product to the right customer plays a pivotal role in enabling our customers to provide financial security to their families and fulfill their responsibility." Amit Palta, Chief Distribution Officer, ICICI Prudential Life Insurance, said, “We believe fulfilling responsibilities towards loved ones is a profound commitment, reflecting love and care.

This campaign is a testament to our continued efforts to redefine the value life insurance provides individuals and families. The campaign is the first brand initiative of the Company after a decade.

It showcases instances of individuals caring for their loved ones, which strikes an emotional chord with viewers. This resonates with our commitment to being a trusted and responsible partner to our customers empowering them to provide their loved ones with a secure future.

This commitment is reflected in our industry leading claim settlement ratio of 98.6% for 9M-FY2024, with an average turnaround time of just 1.3 days." Devised and written by Leo Burnett, the campaign is set to air on television channels in five languages – Hindi, Marathi, Tamil, Telugu, and Bengali, encompassing a substantial number of ad spots over a specific duration. The campaign will also be featured on social media