Welcome to the Game of Life – New Campaign from ICICI Lombard and Ogilvy India


Insurance company ICICI Lombard has partnered with Ogilvy Mumbai on the “Game of Life” campaign that pairs gaming with insurance. An unlikely duo, yes..but that is what helps this campaign break from traditional insurance pitches. The campaign does so by leveraging the appeal of virtual gaming to resonate with digital natives.

The campaign film is set in a virtual gaming world mirroring real life, where the protagonist aims to dodge life’s challenges through a game interface, with a power bar that ebbs and flows based on their experiences – visually depicting how unexpected setbacks like illness can deplete our “power.”

The campaign positions ICICI Lombard not just as an insurance provider but as a crucial ally, symbolizing a “power button” that helps people stay protected. ICICI Lombard’s insurance solutions empower individuals to confront life’s hurdles with preparedness and resilience.


“Life’s unpredictability is akin to a game, filled with challenges that test our resilience,” said Sheena Kapoor – Head Marketing, Corporate Communications & CSR, ICICI Lombard.

“Our campaign is an allegory of this journey, leveraging the universal language of gaming to underscore the necessity of being well-equipped. ICICI Lombard emerges not just as an insurance provider but as a strategic partner enabling individuals to navigate life’s obstacles with utmost confidence.”

The creative approach depicts life’s unpredictable occurrences while underscoring ICICI Lombard’s role in empowering people to navigate them


Talha Bin Mohsin & Mahesh Parab – Executive Creative Directors, Ogilvy India, added: “If our lives weren’t complicated enough, the pace at which our everyday world evolves makes each day of ours a little more unpredictable. It is a lot like a video game. This observation is what led us to a unique idea which captured the vulnerability of our lives today.

Stressing the natural need for a higher level of protection which comes effortlessly to an insurance giant like ICICI Lombard with its innovative suite of insurance products. Almost making ICICI Lombard the Respawn button of our lives.”


Client: ICICI Lombard GIC
Agency: Ogilvy Mumbai
Chief Creative Officers-Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
ECDs & Copywriters, Ogilvy Mumbai: Talha Bin Mohsin, Mahesh Parab
Creative Team, Ogilvy Mumbai: Vilsen Gonsalves, Sonali Padave, Arnab Choudhury, Priyal Patil
Account Management, Ogilvy Mumbai: Harsh Bhatt, Pradeep Rao, Sagar Nitin Sali, Rutuja Kothurkar
Brand Planning, Ogilvy Mumbai: Nirav Parekh, Ramana Charan

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