Conceptualised and executed by Ogilvy, this World Heart Day, ICICI Lombard introduced a new campaign to unfold its new feature ‘Cal Scan’ on their signature health and wellness app ‘IL TakeCare’. The campaign, containing two ad films, encapsulates the significance of eating the right amount of calories on the backdrop of a busy lifestyle characterised by faulty food habits, high-calorie intake and a sedentary lifestyle, partially aggravated by the pandemic lockdown. The campaign video shows how easily calories food items can be scanned through the new feature. The feature even gives suggestions to burn the calories.
Detailing about the idea and message behind the campaign, Sanjeev Mantri, executive director at ICICI Lombard General Insurance, said, “While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget. ICICI Lombard aims to offer not only comprehensive coverage to our consumers but also innovative solutions to them, thereby serving as a partner in the customer’s wellness journey.”
Conceptualised by Ogilvy, ICICI Lombard’s creative agency, the ad films are being promoted across ICICI Lombard’s social media assets and digital platforms.
Speaking about the creative approach, Talha Bin Mohsin and Mahesh Parab, executive creative director, Ogilvy India commented, “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.”