AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance
MUMBAI: iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.
The two and a half minute video, captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realize that it’s only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile onto their faces. The message after removing the sticker is as below.
The video has garnered over 3,14,418 views on YouTube and 13,30,807 views on Facebook, while the brand searches during this time increased by over 11%. Interestingly, the industry average for watching a full 2-minute digital video stands at around 7%, however, this video recorded a whopping 30 per cent plus rate.
ICICI Lombard executive director Sanjeev Mantri said, “India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70% of two-wheelers ply on roads without any insurance cover. At ICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies.”
iProspect India CEO Vivek Bhargava said, “Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that audiences can relate to and has scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. Digital has become the driver of most brand campaigns and this is only slated to grow.”
“Instead of being preachy or informative, we thought of creating a moment of realization instead. When brands spend millions to advertise through a TVC, this tactical approach proved to be more effective and efficient. The fact that ICICI Lombard readily went with our vision for the campaign is much appreciated,” said iProspect India senior strategist Jahan Vandrevala.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
