New Delhi: COVID-19 has impacted lives and businesses across the globe. The human society stands at the crossroads of a ‘New Normal’, something that will alter our future completely. Social distancing and curtailed movement have become the norm. Further, in this changing scenario, health protection through a comprehensive health insurance plan gains paramount importance.
Staying ahead of the curve, ICICI Lombard General Insurance, India’s leading private sector non-life insurance company, has revamped its health insurance portfolio and introduced new age solutions. Further, to create awareness of the same among consumers, it has launched a unique #RestartRight campaign in mass media, focusing on digital channels and targeting new age platforms like OTT (Over The Top) video streaming.
The campaign launched by ICICI Lombard is two-fold. The first phase of the campaign involves a brand led communication which exemplifies the current situation where consumers are hesitant given the pandemic but are trying their best to work through the constraints. Depicting various ‘slice of life’ situations, it shows a lady inviting her friend home after a long time, but first makes sure she sanitizes her hands before entering. In another instance, a mother returning home from work stops her daughter from coming close to her, but then hugs her after she has taken a shower. In this way, the communication persuades people to ‘Restart’ life, but in the ‘Right’ way. At the same time, it communicates its own adoption to the ‘new normal’ and upgrading of its health insurance solutions that align to the new normal.
