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2023: ICICI Lombard recognises the invaluable and unmatched essence
of a mother's love, and with this understanding, we have launched a distinctive campaign to
celebrate Mother's Day. The key insight hinges on the premise that the ‘mother of all
insurance cover’ is a mother herself.
As the leading private general insurer, we are inspired by the kind of ‘insurance’ or
‘protection cover’ a mother provides her family - always there, ready to cushion every fall,
heal every wound, and celebrate every victory. To break the clutter, we decided on a long
format prose on digital and bring the power of strong copy to a digital environment. And yet
the words may not be quite adequate!
“As a brand that advocates inclusion, we also wanted to make a significant change in the
narrative, by recognizing and celebrating the essence of motherhood and not just limit it to
biological moms. We wanted to acknowledge the nannies, grandmas, step moms,
maasis/buas, mothers to a furry pet animal or even a single father playing the dual role –
the universe is large and equally real and compelling.” said Sheena Kapoor – Head
Marketing, Corporate Communications & CSR, ICICI Lombard.
Source : PR Agency
