Debrief: ICICI Prudential: Ad bhi achha hai

21 Mar,2013

By Anil Thakraney


Everyone I’ve spoken to likes the new ICICI Prudential commercial. And I agree with them. That’s because it rides on a tremendous insight: We men (at least some of us) gladly put ourselves in the line of fire to protect our near and dear ones.


Themed ‘Bande Achhe Hain’, the TVC features a collage of such situations. An elderly gent comes in the way of the blazing sunlight on his wife’s face. A dude moves himself in the direction of the passing traffic to keep his lady partner safe. Another one prevents his missus from banging her head against an open cabinet, and so on. It’s well conceived, many of us men would identify with these everyday life situations. Also, what makes the communication strong is that most of us men don’t make a fuss when we do these helpful things, unlike the ladies, hehe.


Good idea and an equally good execution. What I also like is the timing. With increasing incidents of rape and molestation in the nation, desi men are at the lowest point in terms of favourable imagery. This ad assures us that not all Indian men are bad guys. Nice to see a campaign that celebrates men, quite rare in this country, we guys usually (and deservedly) get trashed.


If there’s one little problem I have, it’s the idea’s link with ICICI’s various insurance policies. That link is a bit tenuous, and the advertiser can only hope for a positive rub-off over a period of time. Of course, we already know that ICICI bank’s staffers are really achha bandas. Reportedly, they convert black to white, minus any fuss. 🙂


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Rating: (On a scale of 1-5): 3.5. Pleasing ad, strong on empathy.


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