ICICI Pru Life treads the emotional route with #TheCoach


ICICI Prudential Life Insurance released a short video #TheCoach – an inspiring story of how a coach overcomes a disease like cancer

ICICI Prudential Life Insurance released a short video titled #TheCoach It is an inspiring story of how a coach overcomes a life threatening disease like cancer with determination, by choosing the right health insurance plan.

The objective of the campaign is to promote the latest health insurance offering from the brand which is ICICI Pru Heart/Cancer Protect. The campaign has been conceptualized by Lowe Lintas. The first phase of ‘Agar tayyari sahi ho, toh jeet pakki hai’ was launched in June this year.

Speaking about the branding strategy, Puneet Nanda, Executive Director, ICICI Prudential Life Insurance Company Limited said, “The consumer is always at the center of all our efforts. Amongst Indian consumers today, lifestyle-related illnesses like cancer and heart disease have become increasingly common due to fast-paced lives. Each one of us has seen someone around us who has faced these illnesses. In most cases, urgent medical attention is required – leading to a need for a large sum of money, in a matter of days. At such a serious time, the family should be focused on recovery and not worry about finances. This is the key insight behind our new health plan – ICICI Pru Heart/Cancer Protect. The plan pays the claim amount on detection itself, giving money in hand to make the best treatment possible. It also provides a large cover of Rs.50 lakhs for cancer and Rs.25 lakhs for heart at just Rs.407 p.m.The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like cancer.”

Sharing insights on the creative aspect of the campaign, Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas said, “Through this campaign, we are speaking to our audience and highlighting the role of ICICI Pru Heart/Cancer Protect, an innovative health insurance product that helps individuals focus on their treatment for heart and cancer ailments without worrying about any expenses. Our creative strategy through this film is to talk to our target audiences in a language and tone that they would understand best. We’re confident that the relevant and relatable story of the coach and his team’s battle against cancer will appeal to our target audiences and create a strong affinity for ICICI Prudential Life Insurance.”

On Facebook, the video as clocked more than 6.4 million views and has been shared 6,725 times. On YouTube, the film has got around 2 lakh views.  With the help of influencers, the brand has been promoting the video on Twitter too.