Don't drive down the wrong lane - ICICI Lombard's New Year campaign
Every New Year is a special moment for each one of us. It is the moment of celebration, of hope, of good times ahead. As the time nears when the clock strikes 12 am, we all party with our friends and families, reliving the memories of the year gone by and looking forward to a brand-new year. For many, this celebration is associated with drinking and getting merry. Well, nothing wrong in that. However, the issue is when we get behind the wheel after some drinks down, putting our lives and that of many others in danger. ICICI Lombard, through its new digital campaign has made a strong and emotional effort to make its audience realize the danger of driving under the influence of alcohol. It conveys this message in a powerful way through the acts and innocent comment of a child as protagonist in the communication.
You will agree that children are the life of our lives. As parents, we adore them, make sure that they are comfortable and do everything to ensure they have a safe and secure future. We are ready to make an extra effort for their happiness. Focusing on this insight and delivering the communication through the gullible actions and comment of a child, the brand attempts to touch an emotional chord, sending out a hard hitting message on the aspect of 'Don't drink and drive'.
The film is shot in a home where a seven-year-old girl is seen playing with her new remote-controlled toy car. The next few shots show her driving the toy recklessly around the living room, often speeding and taking sudden turns, going too close to objects and so on. At a point, her car rams into the chair that her grandmother is seated on. Upset seeing her reckless driving, her grandmother questions her unsafe way of driving the remote-controlled car. The girl reacts instantly and innocently, saying that she is driving the same way as her dad does after he has partied, wondering what's wrong in the same. Her remark leaves a big impact, unveiling how her father drives the car after he has had a few drinks at a party. The father, faced with an awkward situation, sheepishly looks at his mother, while realizing what a big mistake he has been making of driving despite having had drinks.
ICICI Lombard has been consistently striving to spread awareness about following road safety habits. Through this campaign, it focuses on the menace of drunk driving that is prevalent around New Year's Eve. The point being highlighted is not just about driving safely but fulfilling the promise that we always make to our loved ones, of keeping ourselves and them safe.
On the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard said, "At ICICI Lombard, we believe it is extremely important to alert consumers on the risks associated with drunk driving, which has historically seen a surge during New Year's Eve. Our latest campaign, focused on this aspect, harnesses a critical insight about children. They are deeply influenced by our action and way of thinking and in fact mirror our acts in their daily life. Our latest campaign harnesses this insight to convey the 'Don't drink and drive' message in an emotional, yet hard hitting manner. As a brand, we are committed to contributing to the road safety agenda through such campaigns as well as our CSR initiative 'Ride To Safety' wherein we have distributed over 75,000 helmets to two-wheeler owning parents and their children riding as pillion riders."
Conceptualized and executed by VISCOMM 360 Communications Pvt. Ltd., ICICI Lombard's Creative Agency, the video is being promoted across ICICI Lombard's social media assets and digital platforms.