ICICI Prudential made insurance a desired purchase with happy settings and positive communication. The brand proposition of 'Jeetay Raho' was about a long and secure life. The communication instilled trust and belief along with security. And each campaign was just brilliant including the recent, "bande hum ache hain".
But guess 'to have it all' syndrome has struck this brand. They now experimenting with the 'fear appeal'. The latest communications smells of LIC??