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ICICI Prudential: Rural Penetration
The marketing related objective for ICICI Prudential is to increase penetration in rural India. ICICI has established itself as India’s most Customer Responsive Insurance Company according to a survey conducted by AGC Networks. With this ad campaign, ICICI Prudential can easily capture this huge untapped rural market of nearly 128 million households. The main objective here is to increase its market potential or reach down to the rural customer. The companies like Sahara India Life Insurance already have positioned themselves successfully in rural market. This is the most appropriate time for ICICI to launch an ad campaign for the rural customer. The communication related objective is to impart knowledge to the rural customer and to induce trial or to entice him to buy Life Insurance for himself. The Slogan used for all the ad copies is “JIYO SHAAN SE”. A rural customer is generally risk averse and family oriented. His basic concern is the safety of himself and his family. Buying a life Insurance policy helps him to increase his self confidence. The ad execution format is essentially “Humor in slice of life”. A slice of life format focuses on a typical slice-of-life situation for the average rural individual in day-to-day life. Nature’s call is the most common phenomena with a typical rural Indian which he can easily connect with. ICICI Prudential Life Insurance policy boosts his self confidence to an extent that he feels no longer afraid to superstitions like ghosts etc. Apart from the positive emotional appeal, the ad has a humor appeal also. This humor appeal is primarily used to attract attention of the rural customer and to make the ad appealing. Also, it helps ICICI Prudential to differentiate itself from its competitors in rural context.
The new advertisements will be a 360-degree multimedia campaign which will include online, print and traditional media like television and radio. In the past we have seen a series of some successful campaigns from ICICI Prudential revolving around the brand mascot Chintamani. These campaigns were largely focused on tax saving insurance policies and proved to be a huge hit. The other successful campaign of ICICI Prudential was the Jeete Raho campaign which ran for several years. Many of us will recall a snippet from the Bollywood movie, Cheeni Kum, where Tabu and Amitabh Bachchan indirectly promoted the Jeete Raho campaign. We cover you at every Step of life