Lovlina Borgohain the new face of ICICI Prudential Life Insurance

November 24, 2021

Olympic medallist headlines the latest digital campaign.


ICICI Prudential Life Insurance has roped in Tokyo 2020 bronze medallist Lovlina Borgohain as a brand ambassador for its latest digital campaign — ‘Agar taiyaari sahi ho, toh jeet pakki hai‘.

ICICI will be promoting the importance of proper preparation and how it helps one to overcome any challenge. The brand connects the message of preparation with financial planning and how if financially prepared well, one can deal with all of life’s uncertainties and go on to achieve their goals.

To headline this message, ICICI feels it has found the perfect candidate in this year’s Olympic medallist, Borgohain, who took home the bronze medal in women’s boxing 69kg.

ICICI has also launched a comprehensive microsite, which displays snippets narrating the story of Borgohain’s preparation that helped her put in a stellar display in Tokyo earlier this year. Users have also been given a feature to take a selfie with the Olympic medallist through augmented reality.


Manish Dubey, Chief Marketing Officer, ICICI Prudential Life Insurance, spoke about the partnership with Borgohain and the campaign’s objectives:

We are honoured to partner with Lovlina Borgohain, an athlete whose determination and perseverance has made the country proud.

At ICICI Prudential Life Insurance our purpose is to empower people to achieve their goals and enable them to provide financial security to their families. For an individual to accomplish this, it is important to focus on being financially well prepared for the future. We believe there is a natural synergy between our purpose and Lovlina’s journey which exemplifies the pursuit of dreams and goals that require a disciplined approach, dedication, focus and preparedness. The digital campaign reinforces the power of life insurance for an individual to be prepared for any uncertainties in life. We need to bear in mind that for each long-term financial goal to achieve fruition, there is a need for astute planning, appropriate product selection and commitment to stay invested.


Lovlina Borgohain added:

I trust ICICI Prudential Life Insurance to secure me and my family’s future. I am proud to be associated with a company, which has consistently delivered on its promises and has provided financial security to Indian families for over 20 years.


Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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