Commercial for ICICI Lombard chronicles the impact of an unhealthy diet

India-based insurance firm ICICI Lombard has created a campaign for World Heart Day called ‘Do The Difficult’ which draws attention to the impact of an unhealthy diet on heart health. 

Through the course of the film created by Ogilvy India, a gluttonous young man chronicles his love for high-calorie food and Indian sweets in a monologue replete with some of the popular cliches and excuses used in the country to excuse overeating and a lack of exercise. By the end of the film, he has undergone a remarkable transformation. 

Speaking about the campaign, ICICI Lombard executive director Sanjeev Mantri said: “We strongly believe ‘prevention is better than cure’. With the new campaign, we have created a unique monologue to motivate consumers to take up a healthy lifestyle. ‘Now’ is the time to take care of one’s heart to keep it in top form. 

“By showing the man in the video age before time owing to his unhealthy eating habits, we have tried to appeal to the millennials and Gen Z. This is steps ahead of the conventional route of simply promoting the message of a healthy lifestyle.”

Ogilvy Mumbai group creative directors Talha Bin Mohsin and Mahesh Parab issued a joint statement and said: “ICICI Lombard wanted to convey that the heart is not just an organ in our body. It is a mirror of our health, a reflection of our lifestyle choices. 

“It ages with our unhealthy habits and subsequently so do we.  While people might be aware of their unhealthy habits they persist in indulging in these, not worrying about the future. With this piece of communication, we wanted to convey the dangers of indulgence.”

The campaign is in line with ICICI Lombard changing its approach to promoting health and wellness instead of merely pushing the benefits of insurance.


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