ICICI Prudential has released the fifth commercial for its retirement solutions, which is an extension of its previous campaigns, aiming at building a positive outlook towards retirement.
The latest ad opens on the shot of a suited man in an office, looking for a certain Raman. He opens the door to Raman's cabin, only to find the latter at a cricket practice session. Raman explains that he's coaching kids, because he really likes it. There are other instances where Mr Suit opens the door to enter Raman's cabin, only to find Raman's café, and at another time, to an orchard where Raman is harvesting apples.
The ad ends when Raman is startled out of his daydream. He has been in his cabin all this while, imagining how he'd fulfil his dreams after retirement. The ad ends with the super, 'Retirement, world's best job'.
This is the first change in tagline since the maiden ad, when the tagline was 'Retire from work, not life', though the brand idea was the same.
Lowe Lintas works on the brand and wanted to relate to the younger working man making him aware to save for his future.
The film has been shot over three days by Shivendra Dungarpur of Dungarpur Films. The office shots were done locally, while the outdoor scenes were shot in Chail, Mashobra and Shimla.
As part of the campaign, a microsite, called, has been created, where a contest is taking place. The winner of the contest can live his dream retirement job for seven days and get paid for it.
The campaign will also use other media vehicles.