ICICI Lombard General Insurance Started The “#SalaamMSME” Campaign:

A new 360-degree campaign called “#SalaamMSME” by ICICI Lombard General Insurance has been launched to honour the spirit of micro, small, and medium-sized businesses. On the occasion of International MSME Day, the 360-degree campaign was launched with print ads in top business publications and road blockages on top digital publishing platforms. Through the campaign, ICICI Lombard seeks to highlight the accomplishments of India’s MSME community in order to recognise their efforts. ICICI Lombard is dedicated to serving MSMEs’ requirements. “With over six crore MSMEs contributing over 37 percent to the nation’s GDP, we wanted to celebrate and praise their spirit of entrepreneurship and commitment,” said Sheena Kapoor, head of marketing, corporate communication, and CSR at ICICI Lombard. We want to challenge and change how society perceives them as micro or tiny businesses with this campaign, but we also want to reassure the business owners of our dedication to partnering with them on their journey and fostering their aspirations, she continued.

The movie, which was conceptualised by Ogilvy India, depicts the hidden yet deeply ingrained anxiety among business owners who are questioning society’s perception of their identity as “micro, small, or medium. The first scene of the film features a factory owner who emphasises that, despite owning a successful business with hundreds of employees, he is still an MSME . He uses this as a metaphor to illustrate how, just like the manufacturers of the ball bearings that drive large automobiles, MSMEs are crucial to boosting India’s GDP.

All the people ,who work for MSMEs and they frequently gripe that society as a whole does not treat them with the respect they merit. so as to give and those of the greater MSME community a voice, we used this campaign, stated Mahesh Parab and Talha Bin Mohsin, executive creative directors of Ogilvy India.

In order to highlight the inspiring stories of small business owners who are also significant change agents, the #SalaamMSME campaign has used an integrated multi-media approach across TV, print, digital, outdoor, cinema, SME chambers and associations, as well as content partnerships. The second phase of the campaign, which focuses on product-centric communication and sustenance building, will come after this.