ICICI Lombard's New Ad Campaign - 'A Promise' Fulfilled

ICICI Lombard's New Ad Campaign - 'A Promise' Fulfilled

MUMBAI, February 20, 2013 /PRNewswire/ --



Insurance is all about a 'Promise'. A promise that needs to be fulfilled during the
hour of need. This is a unique category where the value of the product is realised not at
the time of purchase but sometime in future when an unfortunate event/accident occurs for
which the insurance cover was purchased. It is this 'moment of truth' that separates one
insurance company from the other in terms of whether or not a claim is settled and the
speed of settlement thus adequately compensating the insured for the loss.



ICICI Lombard General Insurance Company Ltd., the country's largest private sector
general insurance company [https://www.icicilombard.com ], has launched a campaign that
tries to exemplify this moment of truth and its commitment to honouring insurance claims.
ICICI Lombard settled more than 43 lakh claims in FY 2011-12, thus earning the distinction
of being India's largest settler of insurance claims during this period.



The television commercial depicts a college hostel situation, with the protagonist
being highly regarded for living up to his promise at all times. The moment of truth
arrives when he has to decide between wearing his lucky jacket for an interview and
handing it over to a friend who he had promised to do so. True to his words, the
protagonist hands over the jacket to the friend, thereby living up to his promise. The
script effectively captures the company's focus on abiding by its promise of settling
insurance claims in the shortest possible time. The visual story line is well supported by
the audio "Vaade wahi mayne rakhte hain jo nibhaye jaaye".



Talking about the ad campaign, Mr. Shankar Nath, Head of Marketing and Direct, ICICI
Lombard GIC Ltd. said, "For any customer, the true value of having purchased an insurance
cover is realized at the time of claim. This is the moment of truth that tests the earlier
decision of purchasing the insurance policy from a particular insurance company. Having
settled over 43 lakh claims in FY 2011-12, we thought it was apt to focus on the 'Claim
settlement' part of the product consumption cycle which is actually the core proposition
of any insurance product."



Conceptualized and executed by Cartwheel Creative Consultancy Pvt. Ltd., the
multimedia advertising campaign will be released across television, print, radio, outdoor
and online media. The media plan incorporates national and regional news channels, general
entertainment channels as well as the niche genre to ensure reach and frequency. Similarly
on the print side, the campaign will target mainline newspapers in English and other
languages. The radio and outdoor part will be executed across top 8 metros.



All media has been actioned simultaneously to ensure maximum impact.



Speaking about the campaign, D. Ramakrishna, Creative Director, Cartwheel Creative
Consultancy, said, "Insurance is all about settling claims efficiently and fairly when the
need arises. Its a bit like a friend keeping a promise. We decided to use a simple human
story about a promise, rather than one about insurance. After all, an insurance policy is
pretty much like a promise."



The commercial was produced by Lensflare Films and directed by Vijay Maurya.



About ICICI Lombard General Insurance Company Ltd.



ICICI Lombard GIC Ltd. is a joint venture between ICICI Bank Limited, India's second
largest bank with consolidated total assets of over USD 91 billion at March 31, 2012 and
Fairfax Financial Holdings Limited, a Canada based USD 30 billion diversified financial
services company engaged in general insurance, reinsurance, insurance claims management
and investment management.



ICICI Lombard GIC Ltd. is the largest private sector general insurance company in
India with a Gross Written Premium (GWP) of Rs 5,358 crore for the year ended March 31,
2012. The company issued over 76 lakh policies and settled over 44 laky claims and has a
claim disposal ratio of 99% (percentage of claims settled against claims reported) as on
March 31, 2012.



The company has been conferred the "Golden Peacock Award 2012" for Corporate Social
Responsibility, "Golden Peacock Innovation Award-2010" for Rashtriya Swasthya Bima Yojana.
It also received the "Skoch Financial Inclusion Award-2011" in the micro finance category.
The company has been conferred with 'NASSCOM - CNBC TV18 IT User Award 2010' for Best
Technology Implementation in the Insurance Sector. It has been awarded CNBC Awaaz Consumer
Award 2010 for being the 'most preferred brand' in the General Insurance category. ICICI
Lombard Auto Insurance has been rated highest in customer satisfaction by J.D. Power Asia
Pacific in India among 11 auto insurance providers. It was awarded Customer and Brand
Loyalty award in the 'Insurance Sector - Non-Life' at the 3rd Loyalty awards, 2010 and the
'General Insurance Company of the Year' at the 11th Asia Insurance Industry Awards.



ICICI Lombard allows instant policy issuance and renewal through its website
http://www.icicilombard.com for all retail insurance products including Car Insurance
[https://www.icicilombard.com/motor-insurance/car-insurance.cms ], Health Insurance
[https://www.icicilombard.com/health-insurance/complete-health-insurance.cms ], Travel
Insurance [https://www.icicilombard.com/travel-insurance/Single-Round-Trip.cms ], Two
Wheeler Insurance, Motor Insurance and Home Insurance. There are multiple payment options
available including internet banking, credit card, debit card and cash card.



For more details about the company, log on to the website
http://www.icicilombard.com



Primary Media Contact: Girish J Kalra, girish.kalra@icicilombard.com,
91-22-61961461



Secondary Media Contact: Suheil Merchant, suheil.merchant@icicilombard.com,
91-22-61961452




ICICI Lombard GIC Ltd

CONTACT: PRN


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