ICICI Lombard’s Sheena Kapoor on reimagining insurance with innovation, trust & Gen AI

Insurance often sits in the “low involvement” bracket of consumer categories perceived as complex, transactional, and even avoidable. But for Sheena Kapoor, Head of Marketing, Corporate Communications, and CSR at ICICI Lombard, this very perception makes the role of a marketer both challenging and exciting.

Finding Purpose in a Complex Category

“What excites me is the canvas and responsibility that comes with being part of a brand like ICICI Lombard India’s numero uno private general insurance player,” Sheena says. “The opportunity to bridge awareness gaps, simplify complexity, and shift consumer perception from seeing insurance as a needless expense to recognizing it as a necessity is both humbling and energizing.”

India remains one of the fastest-growing insurance markets in the world, yet penetration whether in motor or health insurance remains low. For Sheena, this gap is not just a statistic but a chance to create meaningful change: “As marketers, we have the chance to play a larger role in driving adoption, building trust, and making insurance part of everyday life.”

Simplifying the Narrative, Digitally

Consumers today demand simple, digital-first experiences. ICICI Lombard has leaned into this shift with a 360-degree marketing approach that blends technology, creativity, and purpose. From being the first in the BFSI sector to launch a Gen AI-led campaign to reimagining health and travel insurance storytelling, the brand is breaking away from convention.

Take Elevate, the company’s health insurance product with infinite features with no caps on claims, resets, or coverage. “We showcased it through the lens of magic because to customers, infinite feels magical,” Sheena shares. For Tripsecure, ICICI Lombard launched an AI-powered anthem, delivered through Spotify and radio bringing insurance messaging into people’s playlists, not just their ad breaks.

Beyond communication, ICICI Lombard is embedding experiences where consumers are. At Mumbai’s iconic Siddhivinayak Metro station, the brand set up health booths where commuters can check vitals in under two minutes. “It’s about making the brand relevant, authentic, and culturally integrated,” Sheena emphasizes.

Speaking Gen Z’s Language

For younger audiences, skepticism around financial products is high. Winning them over, Sheena believes, requires authenticity, agility, and digital fluency. “Gen Z are digital natives. They value sustainability, authenticity, and innovation. If we want to connect, we must meet them on the platforms they consume and in the formats they enjoy.”

From WhatsApp-enabled policy purchase and claims, to AI-powered chatbots that mimic human conversations, ICICI Lombard is adapting its touchpoints for this generation. Even product campaigns are reimagined songs instead of ads, real-life accident survivors instead of models, and digital-first experiences instead of paperwork.

Trust as the Core Currency

But in insurance, technology is only half the story. “Unlike other products, insurance is a promise,” Sheena reminds us. “When a customer pays a premium, both the insurer and customer hope the claim is never needed.

But if life throws a curveball, the insurer must honor that promise. Trust, therefore, is the foundation of this business.”

For ICICI Lombard, trust is measured not just in claim ratios and settlement speeds, but in customer satisfaction and retention metrics. The company consistently monitors NPS scores, persistence levels, and deep-dives into customer journeys to ensure credibility remains intact. “We’ve served over 50 million policyholders in the last 25 years and that scale is only possible because of trust,” Sheena adds.

The Road Ahead

Looking forward, Sheena is most excited about three pillars: health and SME insurance, deeper adoption of Gen AI across marketing and customer experience, and industry-wide awareness building under the Insurance for All by 2047 vision. On the CSR side, ICICI Lombard continues to deepen its impact across healthcare, sustainability, and road safety.

“Marketing in insurance is not about selling a policy, it's about building relationships, inspiring trust, and creating enduring stories,” Sheena says. “And that’s what makes it so rewarding”