ICICI Lombard surprises Masterji on benefits of BeFit in latest campaign, Marketing & Advertising News, ET BrandEquity

This is an image taken from one of the commercials.

Private insurance company, ICICI Lombard has launched #UnbelievableButTrue, a digital campaign to promote BeFit. This is an endorsement policy that provides cashless OPDs and also covers physiotherapy, virtual consultations and teleconsultation sessions.

To refute the idea that insurance is only useful when you or a family member is hospitalized, or that insurance only covers major healthcare expenses, the video and creatives highlight the myriad benefits from BeFit. They include virtual medical consultations, pharmacy fees, physiotherapy sessions, diagnostic services or even wellness and preventive care.

The campaign consists of three commercials and we can see the conversation between a chemistry teacher and a sports teacher. In each storyline, the chemistry teacher suffers from one or another physical ailment and for each ailment or mark he blames an anaconda, an alien baby, and the fire from his son’s nostrils for his troubles. As he highlights the benefits of BeFit that lead the gym teacher to think he’s lying, at the end of the last video he gives up saying, “Jhoot ki bhi had hoti hai masterji“.

Sheena Kapoor, Head of Marketing, Corporate Communications and Corporate Social Responsibility, ICICI Lombard, said: “Customer focus is at the heart of everything ICICI Lombard does, and it is this philosophy. which we want to echo through our new digital campaign featuring BeFit cover with cashless OPD benefits. The pandemic has heightened the importance of telemedicine and home care services. The films are original, witty and successfully underline the #UnbelievableButTrue aspect of the cover.

Talha Bin Mohsin and Mahesh Parab, Executive Creative Directors, Ogilvy & Mather, said: “For an insurer, it is unheard of to look at the very basics of healthcare and provide such comprehensive healthcare coverage. When we add the cashless aspect to this, it makes the offer even more commendable. Without a doubt, the campaign should convey the magnanimity of an offer like Befit Cover. We knew the reactions it would elicit from the Indian masses were going to be massive. And with that, we didn’t have to look far for inspiration for our #UnbelievableButTrue campaign.

The campaign will take digital marketing films, digital and social media platforms as part of its scope.

Watch the commercials here:


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