Mumbai: ICICI Lombard, a private general insurance company has launched an integrated media campaign for Elevate, their health insurance product. Elevate looks to transform the concept of health insurance with AI-driven personalisation, offering benefits that it explains feel almost magical. Therefore it has used a magician to drive home the message. This campaign looks to underscore ICICI Lombard’s dedication to revolutionising health insurance, making the extraordinary accessible to all.
The campaign’s core concept, “Bringing Magic to Life,” uses the metaphor of magic to showcase the unbelievably good benefits offered by Elevate. Enhanced by AI-enabled personalisation, these benefits are tailored to meet individual needs. This metaphor helps in making the exceptional benefits offered by Elevate more relatable to consumers.
The campaign features films starring a magician who demonstrates the key features of Elevate through magical performances. Each film highlights an aspect of the policy: Infinite Claim Amount, Infinite Guaranteed Bonus, and Infinite Reset. The magician, adorned with a badge stating ‘Powered by AI,’ performs acts that mirror the extraordinary benefits of Elevate.
In one film, an endless scarf represents unlimited claim amount. Another shows flowers multiplying to illustrate the infinite guaranteed bonus. The third depicts a classic magic trick of separating and rejoining body parts to demonstrate the infinite reset feature. Each performance concludes with the question, “Kabhi dekha hai aisa insurance?” (Have you ever seen insurance like this?), emphasising the magical nature of Elevate’s offerings.
The campaign has reached 779 million people across digital platforms. These impressive metrics underscore the campaign’s effectiveness in communicating Elevate’s revolutionary features and resonating with the target audience. The innovative use of magical metaphors has not only captured attention but also successfully conveyed the product’s unparalleled benefits. The campaign also trended at #1 on Twitter, leading to conversations around the future of personalised health insurance.
Sheena Kapoor, head of marketing, corporate communications and CSR at ICICI Lombard, commented, “Our latest campaign isn’t just about introducing a product; it’s about redefining the possibilities of health insurance. Elevate represents our commitment to providing unparalleled protection that adapts to our customers’ evolving needs. By illustrating the key benefits of our new product through magical performances, we’re enabling our audience to understand the true extent of protection available to them, offering peace of mind through comprehensive coverage that seems almost magical in its scope.
“The overwhelming response for this campaign has exceeded our expectations, with metrics showing our innovative approach resonating strongly with consumers. This success reaffirms our dedication to pushing boundaries in both product innovation and marketing strategies.”
Saurabh Kulkarni and Mahesh Parab, executive creative directors Ogilvy Mumbai, commented, “With an unbelievably good policy like this, we wanted to literally spell out the benefits. So we came up with a demo campaign to explain the almost magical features of the policy, using, well, magic.”
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