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This Raksha Bandhan ICICI Lombard shows that ‘Protection’ is not always a brother’s strength

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MUMBAI: On the occasion of Raksha Bandhan, ICICI Lombard, one of the leading non-life insurance companies in India, is celebrating the festival with the underlying message that ‘protection can come from anyone.’ The new digital campaign showcases how it is the sister who plays the role of protector, unlike what has been traditionally upheld.

Inherent in this campaign is ICICI Lombard’s core brand adage, ‘Nibhaye Vaade’. So, this Raksha Bandhan tie a rakhi on your sisters’ wrists too, as they can be the protector at times.

With today’s women venturing across all spectrum of business, sports, entrepreneurship, winning awards and touching new records, the campaign showcases the ‘promise of protection’ in a novel way. Today a rakhi is tied with a promise of mutual protection, without spelling out who the protector is, thus giving the deep-rooted protector-protected paradigm a required nudge.

ICICI Lombard’s new digital campaign drives the theme of ‘Raksha’ or ‘Protection’ that pivots around the paradigm of protection. Since human interest stories tug at one’s heartstrings, ICICI Lombard has opted for ‘storytelling’ as a medium of expression.

Set in the foothills of Northeast India, the film showcases a brother narrating the heroic stints of his ‘didi’. While buying ‘rakhi’ and ‘mithai’ for his ‘didi’, the brother recounts - how his sister saved him from bullies in school or empowered him to be brave enough to face hostility and threats in life. He then goes on to say that the first time she tied a rakhi, she told him that it was with the promise to ‘protect,’ between the two. It is only towards the end of film is when one realizes that his protector is none other than world champion boxer Mary Kom.

On the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard, said, “On the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard, said, “We are living in interesting times. Women are out in the world making a place and name for themselves. In this scenario, the festival of Rakshabandhan which symbolises the bond of a brother protecting the sister too needs to undergo a change  When we discussed this emerging trend and how to communicate it effectively , we thought of none other than Mary Kom, who represents one facet of women power. And the story being narrated by her brother brings out the progressive yet emotional angle. Mary Kom represents the spirit of perseverance, discipline and determination and she protects – all the qualities which ICICI Lombard believes in, while endeavouring to deliver on its promises to its customers.”

Talha Mohsin and Mahesh Parab, Group Creative Directors, said "Doing a brand communication on Raksha Bandhan, a festival about keeping promises needs to be more than organic for ICICI Lombard. This year we wanted to make a statement as well, a progressive one. This campaign is a beautiful narrative of a brother, Khupreng Mangte and his sister that is a reflection of changing times. While shooting with Khupreng, we realized one thing, that his sibling stories reflected our sibling stories, his progressive outlook represented ours. The beauty about doing work that's a 'slice of life,’ is that it is a slice of everyone’s life."

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