ICICI Prudential Life Insurance, the first private sector insurance company in India has rolled out a rather interesting TVC that does not talk about providing you the best cover. Instead the ad rides on an emotional tone around the men in our lives. Entitled ‘Achche Bande’ meaning ‘Good men’, it shows the discrete ways in which fathers and husbands take care of their families despite being forgetful in the daily routine of life. For a company that sells insurance, the ‘Achche Bande’ campaign reflects on the essential need for insurance in every family, without making a song and dance about it.
The brilliant ad conceptualised by Lowe Lintas touches the right chords of the consumer. And this is also being reflected online. The ad has crossed 1 lakh views ever since it has been uploaded on YouTube on the 14th of January 2013. In addition to spreading organically, the brand is also taking efforts to promote it on social media.
Trending #AchcheBande on Twitter
A Twitter campaign powered by the hashtag ‘#AchcheBande‘ has been trending the whole of yesterday in India trends and is at the third position today on Mumbai trends list. In fact, the viewers of the TVC on YouTube have also been invited to join the Twitter campaign!
Participants are invited to follow the Twitter handle of ICICI Prudential and tweet about who are the ‘achche bande‘ in their life, along with the given hashtag. The brand is also asking you to tag the good guys if present on Twitter, ensuring that the contest spreads in the network. Having commenced yesterday, the week-long campaign will have 3 winners at the end, each of whom will win an iPad Mini. Winners are chosen based on having the maximum number of tweets that are also unique.
This way the brand has ensured #AchcheBande trends on Twitter by having multiple tweets with unique content. As per the rules on what can become a trend on Twitter, repeated tweeting of the same hashtag without any value add to the conversation cannot become a trend. Another feature of this campaign is the Terms & Conditions that have been listed at the website. However, the downside of such campaigns is the amount of spam created by over-enthusiastic twitterati.
For a brand that does not have a Facebook presence, and only 470 odd followers on Twitter, ICICI Pru Life has pulled off an impressive campaign on social media. #AchcheBande tweets not only bring out the essence of the brand message, but are also quite relatable for the online community.