ICICI Lombard General Insurance Company Limited is a joint venture between ICICI Bank Limited, India's second largest bank and Fairfax Financial Holdings Limited, a Canada-based financial services company.
Offering a range of services from health to motor to travel, ICICI was keen on running a campaign only for its Health segment.
We were approached with the aim of thinking ‘different’, new. While financial organizations are restricted in their communication, accommodating disclaimers and limited in their disclosure, the bank was looking at an alternate communication different from what otherwise seen.
We were excited to bring a new perspective to the brand. We began with identifying the problem areas and segmenting the audience based on their product offerings.
Conceptualising the design, with indirect communication, we wanted the image to speak and the copy to provide perspective.
In a series of mailers we chose to go with vector imagery, so we could talk about a serious issue, without showing very gruesome communication, related to accidents, death or sickness.
The idea was not to highlight fear, but to take on the issue of insurance with a professional approach, advising the users, rather that making them afraid.