ICICI Lombard has launched a captivating new campaign to promote its latest health insurance product, Elevate.
This integrated media campaign creatively uses the theme of magic to illustrate the transformative benefits of Elevate, a product designed to redefine the health insurance landscape with AI-driven personalisation.
The campaign, titled “Bringing Magic to Life,” cleverly employs the metaphor of magic to showcase the extraordinary features of Elevate. With benefits that seem almost too good to be true, the campaign communicates how ICICI Lombard is making advanced, personalized health insurance accessible to everyone.
Central to the campaign is a series of films featuring a magician, who performs stunning magic tricks that symbolize the key benefits of Elevate. Each trick is carefully designed to mirror the unique features of the policy: Infinite Claim Amount, Infinite Guaranteed Bonus, and Infinite Reset. The magician, proudly wearing a badge that reads ‘Powered by AI,’ brings these concepts to life in a way that is both entertaining and informative.
One film, for example, uses an endlessly extending scarf to represent the unlimited claim amount feature, while another film showcases multiplying flowers to symbolize the infinite guaranteed bonus. A third film uses the classic illusion of separating and rejoining body parts to illustrate the infinite reset option. Each of these magical performances concludes with the intriguing question, “Kabhi dekha hai aisa insurance?” (Have you ever seen insurance like this?), reinforcing the idea that Elevate offers benefits that are truly out of the ordinary.
The campaign has garnered significant attention, reaching an impressive 779 million people across various digital platforms. This widespread engagement highlights the effectiveness of the campaign in resonating with its target audience, successfully conveying the unparalleled advantages of Elevate. The campaign’s innovative approach not only captured the imagination of viewers but also sparked conversations about the future of health insurance, with the campaign even trending at #1 on Twitter.
Sheena Kapoor, Head of Marketing, Corporate Communications, and CSR at ICICI Lombard, expressed her excitement about the campaign’s success: “Our goal with this campaign was not just to introduce a new product but to challenge the traditional notions of what health insurance can be. Elevate is a testament to our commitment to offering protection that evolves with our customers’ needs. By using magic as a metaphor, we’ve made it easier for our audience to understand the exceptional level of coverage we’re providing—coverage that’s almost magical in its breadth and depth.”
The campaign’s success has been a validation of ICICI Lombard’s innovative approach to both product development and marketing. As Saurabh Kulkarni and Mahesh Parab, Executive Creative Directors at Ogilvy Mumbai, put it, “With a policy as remarkable as Elevate, we wanted to make sure its benefits were clearly understood. Using magic as a way to demonstrate these features allowed us to create a campaign that was as extraordinary as the product itself.”
Through this magical campaign, ICICI Lombard has not only introduced a new health insurance product but has also set a new standard for how health insurance can be perceived and experienced, making the extraordinary seem accessible and within reach for all.
