MUMBAI: Insurance major ICICI Lombard has recently launched its new travel insurance campaign using the FM radio medium. The company's campaign runs across five cities till 10 June on major FM stations including Red FM, Big FM and Radio City. The 40 second ad uses ‘Hinglish' (mix of English and Hindi) and is aimed mainly at the SEC-A market.

The campaign is conceptualized by Cartwheel Creative Consulting Agency.

Speaking with Radioandmusic.com, ICICI Lombard head- marketing & direct Shankar Nath said that the campaign was launched to offer the company's internet based travel insurance.

"Summer is a major travel season, especially international travel and we want to highlight the convenience in getting an insurance for travel even in the last minute," he said.

The ad has a young couple with very little time to plan a summer vacation. They thank ICICI Lombard's online offering for getting their travel insurance for a holiday in a jiffy. The company states that it is an extremely easy process to get insurance on icicilombard.com.

Radio was the first preference as the company is targeting (potential) customers who have a car, listen to car radio and who regularly use the net. Print, digital and TV may be used later in the year. The company's goal is to reach out beyond their regular customers who buy and renew their insurances, to those who have a high probability of accessing the net.

ICICI Lombard offers five products- Travel, Car, Two-wheeler, Health and Home- on the internet with a tagline of ‘Quick Easy and Smart.' The company's retail vertical accounts for a little over 55 percent of the company's business.

"Our online site is highly convenient to buy products or renew policies and we do a lot of digital marketing partnering companies like Google and Rediff. The advantage of radio is that it is good for incremental reach and building frequency."