Mumbai, October 1, 2025: Snoring is often the punchline of household jokes — something partners tolerate and friends tease about. But what if that sound is more than just a nuisance? What if it’s your heart asking for help?
That’s the powerful insight behind ICICI Lombard General Insurance Company Limited’s latest digital campaign film launched on World Heart Day. With a humorous yet thought-provoking storyline, the film reframes snoring from an everyday irritation into a sign that could point to sleep apnea—a condition that can triple the risk of heart disease.
The narrative unfolds on a couch with two roommates: one fit-looking man, fast asleep and snoring loudly, while his friend looks on, annoyed but helpless. As the snores grow louder, a voiceover cuts in: “Iska heart disease ka risk teen guna zyaada hai…aur isse pata bhi nahi hai.” The film then reveals the underlying health warning: persistent snoring could indicate sleep apnea, which silently strains the heart.
The campaign comes at a time when obstructive sleep apnea (OSA) remains an underdiagnosed health issue in India, affecting an estimated 10.4 crore Indians have Sleep Apnea. Studies show untreated OSA can significantly increase the likelihood of cardiovascular disease, including hypertension, arrhythmia, and heart failure.
Adding a preventive layer, the campaign nudges audiences towards timely action. Through the IL TakeCare app, users can even record snoring episodes and receive guidance on whether medical consultation is advisable—bridging awareness with a simple, actionable tool.
Speaking on the campaign, Sheena Kapoor- Head Marketing, Corporate Communications & CSR, ICICI Lombard, said, “At ICICI Lombard, we see creativity as a catalyst for meaningful change—especially when it comes to preventive health. Snoring is often brushed off as harmless, yet it can be an early sign of sleep apnea, which is linked to serious cardiovascular risks. In fact, studies show that individuals with untreated sleep apnea are up to five times more likely to develop heart diseases. With this campaign, we wanted to take a slice-of-life approach—something light, real, and engaging—to bring attention to this invisible risk. By sparking curiosity and encouraging early conversations, our goal is to help people make proactive choices for their heart health. At the heart of this film is a simple idea: preventive care doesn’t have to be intimidating. When told right, it can be both approachable and impactful.”
By using humor to land a hard-hitting truth, ICICI Lombard continues its tradition of purpose-driven campaigns that go beyond insurance to touch lives. On its 25th anniversary, the brand underscores its commitment to championing preventive healthcare—reminding audiences that sometimes, the smallest sounds carry the biggest warnings.
