Jeetay Raho!
ICICI Prudential
Challenge:
Insurance was considered to be just a ‘protection’ tool that comes in handy in the event of unforeseen circumstances.
Solution:
The issue was not so much as what will happen to one’s life – rather, how it would make one’s life better and content. (Insurance is a product that offers more than just protection. It can provide an assurance that important goals will be met.) Worry free living… jeetey raho!
Results:
2008 Bronze Effie. The average premium per policy increased by more than 40%. Significant increase in Brand equity parameters. ‘Jeetey Raho’ won the National UNFPA award for gender sensitivity and breaking stereotypical depiction of women in financial communication.
