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ICICI Lombard General Insurance has launched a new 360 degree campaign ‘#SalaamMSME’ to celebrate the indomitable spirit of Micro, Small and Medium Enterprises.

The film is hard hitting and shows the latent but deep rooted angst amongst business owners challenging the society’s perception about their identity as ‘Micro, Small or Medium’ despite the huge role they play in driving the growth of the country’s economy and generating employment to millions. It as a matter of irony, for all the big contributions they make, they are labelled micro, small and medium enterprises. This is a grouse the MSME community has long held deep within their hearts and was unearthed in our research studies too.

The film opens up on a factory owner, who highlights that despite owning a profitable setup employing hundreds, he is still regarded as an MSME and a metaphorical approach that just as a manufacturer of ball bearing that powers big automobiles, MSMEs too play a critical role in providing impetus to India’s GDP. The film’s tonality is intense, more sombre and angst laden to drive home the powerful message of the respect that is rightfully owed to MSMEs.

Entrepreneurs are categorised as a different breed given their ability to take risks, their zeal and passion as opposed to salaried class mind set and any business irrespective of its size is fraught and vulnerable to risk. ICICI Lombard partners and empowers their ambitions by adequately providing comprehensive risk cover through business insurance solutions.

The communication is based on the central thought and insight of ‘respect’ to build awareness of business insurance solutions while establishing ICICI Lombard Business Insurance - Partner to every contributor of society.

The 360 degree campaign kick-started with print ads in leading business dailies and road blocks on leading digital publishing platforms on the occasion of International MSME Day. ICICI Lombard came forward to acknowledge the efforts of India's MSME community by shining a spotlight on their achievements. We designed a campaign that became the voice of this community. A campaign that shows the world that when it comes to their limitless spirit or the risks they take for their businesses, they have and will continue to outperform their tag of

Micro, small and medium. And now they'll do this with a little help from ICICI Lombard Business Insurance Solutions

#SalaamMSME campaign follows closely on the heels of the earlier launched award winning Befit Cover campaign for its Health Insurance category and the brand has showcased versatility while using humour in one and intense tonality in the other. For MSME campaign, the brand has taken an integrated multi-media approach across TV, print, digital, outdoor, cinema, collaboration with SME chambers and associations as well as content partnerships bringing to light inspiring stories of small business owners who are also impactful change makers. This will be followed by the second phase of the campaign focusing on product centric communication and building sustenance.

Commenting on the launch, Sheena Kapoor, Head – Marketing, Corp Comm & CSR, ICICI Lombard, said “With over 6 crore MSMEs contributing over 37% to nation’s GDP, we wanted to celebrate and salute their spirit of entrepreneurship and contribution. #SalaamMSME campaign is a token of our honor and respect for this vibrant community. We at ICICI Lombard, are committed to the needs of the MSMEs and infact pioneered the first ever digital offering of risk management solutions available at sme.icicilombard.com with a comprehensive suite of business insurance solutions and selling over 1.5 million policies last FY alone. With this campaign, while we want to challenge and influence the society’s perception in labelling them as micro or small, at the same time we also want to assure the business owners of our commitment to partner them in their journey and fuel their ambitions further.”

Speaking about the campaign conceptualised by Ogilvy India, Talha Bin Mohsin & Mahesh Parab, Executive Creative Directors, said, "This is an issue we have also felt very passionately about. As we have friends and family from the MSME community, and they have often echoed this same sentiment of not getting the respect they deserve from the rest of society. So this campaign was our chance to give theirs and the larger MSME community's feelings a voice. And to let each one of them know that they are not alone in their tireless struggle, as now ICICI Lombard has got their back with its Business Insurance Solutions."

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