ICICI Lombard, a leading insurance company, has launched a digital campaign for World Heart Day to raise awareness about the potential health risks associated with snoring. The campaign, titled “Reframing Snoring,” aims to educate people about the link between snoring and sleep apnea, a condition that can lead to serious health complications such as hypertension, arrhythmia, and heart failure. According to the company, an estimated 10.4 crore Indians suffer from sleep apnea, often undiagnosed.
The campaign uses a humorous approach to depict a common scenario where a fit-looking man snores loudly, much to the frustration of his roommate. However, the tone turns serious as a voiceover reveals the potential health implications of snoring. The film encourages viewers to take proactive steps to monitor their snoring patterns and seek medical consultation if necessary.
To support this initiative, ICICI Lombard has introduced a feature on its IL TakeCare app that allows users to record their snoring episodes and receive guidance on seeking medical help. The company hopes that by raising awareness about the risks associated with snoring, people will take preventive measures to protect their heart health.
Speaking about the campaign, Sheena Kapoor, Head of Marketing, Corporate Communications, and CSR at ICICI Lombard, said that the company aims to use creativity to drive meaningful change, especially when it comes to preventive health. She emphasized that snoring is often dismissed as harmless, but it can be an early sign of sleep apnea, which is linked to serious cardiovascular risks.
The campaign marks ICICI Lombard’s 25th anniversary and reinforces the company’s commitment to preventive care. By using a relatable and engaging approach, the company hopes to encourage people to make proactive choices about their heart health. As Kapoor noted, “Preventive care doesn’t have to be intimidating. When told right, it can be both approachable and impactful.” The campaign aims to spark curiosity and encourage early conversations about sleep apnea and heart health, ultimately helping people make informed decisions about their well-being.