ICICI Prudential Life Insurance signs Amitabh Bachchan as brand ambassador

This is the first time that the life insurance company is associating itself with a celebrity; a 360 degree marketing campaign is likely to break later this month.

ICICI Prudential Life Insurance Company has brought on board actor Amitabh Bachchan for its brand campaign. Bachchan will feature in a series of ads that will be a part of a 360 degree multimedia campaign encompassing print, electronic and online media and is expected to break later this month.

This is the first time that the life insurance company has associated itself with a celebrity for a brand campaign. The creative mandate for the company lies with Lowe Lintas, while Mindshare handles the buying duties.

Madhivanan Balakrishnan, executive director, ICICI Prudential Life says in an official statement, "As an actor, Amitabh Bachchan has been a proven performer over the years and his longevity and proven success has made him a symbol of trustworthiness."

"ICICI Prudential has always partnered with people to enable them to achieve their long term financial goals. It continues to focus on understanding and supporting consumers to achieve their life's goals, which has helped it to win their confidence. Its leadership position is a testament of the trust and faith that the consumers have reposed in it and we will continue to nurture it," he adds.

In the past, Bachchan has also endorsed Max Vijay, a product of Max New York Life Insurance. The actor's association with ICICI is not new, either. Earlier, Bachchan has also been the brand ambassador for ICICI Bank.

"In my life, I have seen that I have been able to deliver my best as an actor when I have felt secure and confident. I see life insurance as a product which offers that same feeling of reassurance to people who opt for it. In this category, I have seen how ICICI Prudential Life has been able to make a mark in the industry and is today seen as a trusted life insurance brand. I am excited at this opportunity to work with the company and look forward to having a fruitful association with it," says Bachchan.

For the record, ICICI Prudential Life Insurance Company is a joint venture between ICICI Bank and Prudential plc and was one of the first players to commence operations when the insurance industry was opened to the private sector in 2000.