It is rare to find a woman who doesn't have any complaints against her spouse. However, men do have a caring, tender side to them, which hardly ever comes to their partner's attention. ICICI Prudential has taken notice of this, with its latest campaign celebrating the "family man". The commercial stands apart from its earlier campaigns, which have essentially focused on ICICI Prudential's product features.
For instance, an elderly husband adjusting his seat so that his wife is shaded from the sun or a young husband swapping places with the wife, while walking on the side of the road, in order to protect her from oncoming vehicles. In another situation, a father protects his little daughter, who has left a trail of muddy shoe prints in the principal's office, by making it seem as if he's responsible for the mess.
The TVC sums it up, 'Jo zimmedari nibhate hai, jataate nahi' ('Those who are responsible don't exhibit it'). The campaign addresses all member of the Indian family in the 30-50-year age group.
Amer Jaleel, national creative director, Lowe Lintas and Partners, says, "These small acts are not chivalry; it's a case of understanding your role and not making a big deal of it. Men will relate to the situation and women will look at men in a new light and love them for it," he says. The creative team had come up with over a hundred such situations out of which a small number were chosen.
The lyrics are by Swanand Kirkere and music has been composed by Shantanu Moitra. The commercial has been directed by Amit Sharma of Chrome Pictures. The other mediums used to promote the campaign include radio, cinema halls, hoardings and digital.
Swati Bhattacharya, national creative director, JWT India, believes that although the ad was very sweet, it could have been done better. "It seemed crammed with too many situations. But from a viewer's perspective, the creative definitely works," she says. Bhattacharya adds that while it's a feel-good commercial for the male provider, she is not sure that the viewer will be provoked to be insured at the end of the ad.