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Campaign Hints For Restarting Life Post-Pandemic

ICICI Lombard’s new campaign motivating people to restart post-pandemic life right.

Culture Compass
Culture Compass
5.0
GenderMales, Females
Age BracketYoung Adults, Grown Ups, Middle Aged
GeographyIndia

At the beginning of the pandemic, brand campaigns majorly focused around staying at home and avoiding physical interactions. Further, some other campaigns included motivating the consumers to make the most out of quarantine and staying optimistic during this difficult time. However, now, lockdown is being lifted in many parts of the world posing threats of community spread of COVID-19. These actions have provided new opportunities for brands to focus on the aspect of staying safe as the lockdowns lift and going out becomes necessary. On similar lines, ICICI Lombard General Insurance has launched a #RestartRight campaign in mass media.

The non-life insurance company’s campaign focuses on digital channels is two-fold. The first one shows a lady inviting her friend home after a long time but first makes sure she sanitizes her hands before entering. This is used to depict ‘Slice of life’ where people are trying to work despite being hesitant about the existing conditions. In another instance, a mother returning home from work stops her daughter from coming close to her but then hugs her after she has taken a shower. Thus, through these, the company is motivating people to restart the normal life by taking proper precautions and maintaining hygiene. The main aim is to showcase customers that by equipping health insurance solutions and by following proper healthcare practices, they can be relieved.

References – Economic Times

Culture Compass
5.0
These influential campaigns can act as a catalyst of consumer awareness by promoting the product and services at the same time. Making consumers get used to new reality realigns the customer first emotion. Further, as the lockdown will be lifted in the remaining parts of the world, campaigns like this would become a part of commercial culture in the coming times.

Breakdown

  • Popularity 7.0
  • Inventiveness 3.0
  • Engagement 5.0
  • Human Centricity 5.0

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