Bande Achche hai- Celebrating the little things that men do!
Emotional appeal in advertising has been the key to create a long-lasting image in the minds of the target and potential audience for the brands. Studies show that emotionally charged/strong events create powerful memories in the minds of the people. The similar approach was taken into action by ICICI Prudential Life Insurance. The insurance company decided to pay a tribute to the little acts of kindness, which are often not paid attention to, done by the men in family!
The advertisement is more like a beautiful puzzle that gets made into a big, complete picture after the missing pieces get together. Various instances are brought together as if pearls getting strung together to form a delightful necklace adorned by one whole family!
Advertisement mainly focuses on the tender, caring and soft side of men celebrating their role of being a "family man". This advertisements certainly stands apart from various other advertisements that portray men to be strong, rigid and tough. It acknowledges their emotional side and the soft corner of their heart.
The campaign was quite challenging for the company because it focused on creating a differentiated emotional relevance more than showcasing the benefits of the product that it sells. The story-line of the advertisement is in context to "protecting or securing" the emotional side of men that is at the same tangent as the role of various insurance policies offered by the company- protection plans, retirement plans, wealth plans and child plans. The most beautiful part about the campaign is the way it shows how men do not really reiterate that they care, it is often visible and felt by their actions.
The advertisement has a very insightful song playing in the background which does not let the advertisement lose its essence of subtlety and softness. The advertisement very significantly and in a soulful manner gives the message, "jo zimmedaari nibhaate hai, jataate nahi; unko suraksha dete hai hum" highlighting the core value of the company. This international men's day, this advertisements gives a chance to each one of us for recalling, reminiscing and acknowledging the acts of kindness-which have supported and protected our family- of the men of our family.
The advertisement is more like a beautiful puzzle that gets made into a big, complete picture after the missing pieces get together. Various instances are brought together as if pearls getting strung together to form a delightful necklace adorned by one whole family!
Advertisement mainly focuses on the tender, caring and soft side of men celebrating their role of being a "family man". This advertisements certainly stands apart from various other advertisements that portray men to be strong, rigid and tough. It acknowledges their emotional side and the soft corner of their heart.
The campaign was quite challenging for the company because it focused on creating a differentiated emotional relevance more than showcasing the benefits of the product that it sells. The story-line of the advertisement is in context to "protecting or securing" the emotional side of men that is at the same tangent as the role of various insurance policies offered by the company- protection plans, retirement plans, wealth plans and child plans. The most beautiful part about the campaign is the way it shows how men do not really reiterate that they care, it is often visible and felt by their actions.
The advertisement has a very insightful song playing in the background which does not let the advertisement lose its essence of subtlety and softness. The advertisement very significantly and in a soulful manner gives the message, "jo zimmedaari nibhaate hai, jataate nahi; unko suraksha dete hai hum" highlighting the core value of the company. This international men's day, this advertisements gives a chance to each one of us for recalling, reminiscing and acknowledging the acts of kindness-which have supported and protected our family- of the men of our family.
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