The Work
ICICI Prudential needed launch creative across a full range of products. We anchored it on one face — Suryakumar Yadav, “Mr. 360” — and turned a 25-minute window with him into a full campaign’s worth of craft.
ICICI Prudential briefed Yellow to build launch creative and communication across a full range of products — iProtect Smart, iProtect Return of Premium, ICICI Pru Signature, Guaranteed Income For Tomorrow and more. Handle each one in isolation and you get a different look for every product, with nothing tying the range together.
A dozen disconnected launches add up to noise. We wanted one face big enough to carry the whole range.
We anchored the range on Suryakumar Yadav — “Mr. 360,” the batter who can score to every part of the ground. The fit was the idea itself: a 360-degree player for a 360-degree product range, one recognisable face running across every product ICICI Prudential needed to launch.
Within that, the “Mission Insure India” thought gave the work a shared ambition — insurance for every Indian who needs it — so the products read as part of one bigger story, not a stack of standalone ads. Yellow carried it from the key visual through to every communication piece.
The shoot with Suryakumar Yadav turned a 25-minute window with him into 80 campaign-relevant shots — enough to cover every product in the range, with no reshoot.
That isn’t luck. It’s a shot list, a plan and a crew that knew exactly what each campaign needed before the talent walked in. Craft as discipline, not just thinking.
Mr. 360 gave a full range of ICICI Prudential products a single, recognisable face — carried consistently from key visual to every communication piece. And the shoot delivered a full campaign’s worth of craft from a 25-minute window.
The idea did the heavy lifting. The craft made sure it landed.