Tag line: Retirement Matlab World’s Best Job

Client: ICICI Prudential life

Brand: ICICI Prulife Retirement Solutions

Creative Agency: Lowe Lintas

Exec Creative Director: Ameer Jaleel

Director: Shivendra Dungarpur

Production House: Dungarpur Films

Duration: 50 secs

Year: 2009

Story: ICICI Prudential has been at retirement solutions since 2002, the first in the category. Similar to its previous campaigns, this one also aims at building a positive outlook towards retirement. But this is the first change in tag line since the maiden ad, when the tag line was ‘Retire from work, not life’, though the brand idea was the same.

Message: The life insurance advert works on to change perceptions of retirement & help consumers to see that there is an upside to retirement. The aim is to go beyond stirring the consumer, & get him to start seriously investing in his future. It aims to make retirement aspirational for the hesitant Indian consumer. Hence, the route of pulling out one’s secret desires that have taken a backseat somewhere in the course of life. (***)

Insight: The insight is that of looking at the dreams that people stash away at the back of their minds, due to the daily grind of a job and other responsibilities. Also, the fact that it isn’t part of the Indian culture to invest for their own future. They’d rather plan for a house, children’s education & even marriage, but only a few will plan for life after retirement. (***)

Freshness: It’s an off beat idea to relate to the younger working man, who could then wisely save for his future, instead of portraying his harsh future, if he doesn’t invest. A fresh perspective to retirement & that too so very positive, in this aspirational era, where everyone wants everything & more. The greenery & sunny ambience in the film add to the positivity. Altogether it really gels with urban young audience. (***)

Verdict: There’s a concept in the tag line that can grow into much more. But The proposition with this category is the same, which doesn’t make the ad stand out very prominently. The execution of the ad is such that it sticks in the mind. If ever evolved into a campaign, it might possess the ability to dent this Indian truth (or perception)that the retirement is a compromised state in life.