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BRAND : ICICI
AGENCY : Lowe
BASELINE : Jeetey Raho
DESCRIPTION : Wife
asks husband to sign the insurance papers as he leaves for work. Sarcastically, he asks her what’s the use when she won’t be able to live without him after his death. Not one to give in, the wife’s repartee comes when she says that she will remarry and go for a world tour; but on a more serious note, she explains that the policy will reduce tensions and since sans tension one lives longer, so the policy is important. The husband signs the papers.4Ps TAKE : Smart and touching, are the best words to describe this one. Selling life insurance was never easy, but this one gives the tears and the white sari a miss. Instead it sells insurance and the various frills that come with it: kids education, retirement funding, et al with consummate humour. Wrenching at your heart strings, the ad conveys the message in a never-before-seen style, which is contemporary and connects instantly.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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