ICICI Pru Life
Digital Campaign with Lovlina Digital Campaign with Lovlina
Campaign Design & Development
Content Creation
Shoot & Post Production
AR Filters
2021 was a big year for Indian sport, marked by a record-breaking haul of Olympic medals. One of the medalists was Lovlina Borgohain, with a story so inspiring, that it had to be shared.
ICICI Pru Life aimed to build the brand and engage customers by celebrating Lovlina Borgohain’s challenging journey, one that saw her rise above hardships, and prepared her for anything that life threw her way.
Campaign Approach
At Musemakers, we connected ICICI’s brand idea - 'Taiyaari Sahi Toh Jeet Pakki,’- with Lovlina’s story to create a platform that celebrated her achievements, to engage customers and tug at their heartstrings.
Our mobile-first campaign website featured Lovlina’s inspiring story. The site offered an interactive experience where users could explore her journey, and show their love and support by sending her their wishes.
We also came up with the idea of creating a Wall of Inspiration. Every cheer and wish was displayed here - leaving no user behind - to create a sense of community and shared celebration for Lovlina. In this way, we made each interaction unique and personal.
The Results
The use of this emotional story inspired many customers, and helped make ICICI a more relatable brand to their consumers, as well as give them a better customer experience.
With posts and videos promoting the campaign, and an AR selfie filter to entertain and engage potential customers, it garnered over 20k cheers and thousands of selfies within the first few days. We also reached over 50 million people through organic shares from influencers and users alike.