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ICICI RE-FUEL
“Age is an issue of mind over matter.
If you don’t mind, it doesn’t matter.”
Project Duration :
4 weeks
Project
Internship
Fragment 1
the project that pushed me
ICICI Retirement Programme as :
CREATIVE CAMPAIGN
Brand Strategy | Print | Digital | Activation
ICICI
RE-FUEL
This project reimagines retirement for Indians—not as an end, but as a new beginning. It explores the emotional shift from losing structure to rediscovering purpose, and positions ICICI Re-Fuel as a system that helps people move beyond financial security to build a meaningful, fulfilling second innings.
Because retirement isn’t the end. It’s the start of something else.
The Objective
To change how 45+ professionals feel about retirement.
From fear and uncertainty to freedom, curiosity, and purpose with tools, community,
mentorship, and imagination.
The Problem
When we retire, the professional career ends and identity doesn’t know what to do next.
Despite financial security, many feel stuck asking one question:
“What now?”
Why this happens
For years, life has a script:
Study → work → provide → repeat.
Retirement breaks the structure, but offers no new one.
So people don’t fear running out of money. Instead, they fear running out of meaning and purpose.
The Insight
“I am scared of isolation more than financial instability.”
Young seniors want to stay emotionally at peace, financially secure and spiritually fulfilled.
The idea :
ICICI
Re-Fuel
A retirement programme that plans not just your savings—but your second innings.
Your Journeys, Our Expertise.
Re-Imagine your retirement
Re-Wire your identity.
Re-Connect with your roots
Re-Invent your purpose
Tagline :
It’s about owning this phase of life. Reclaiming this part of the journey. It is YOURS. Not any one else’s.
Establishing the Brand Role in an ongoing long term relationship without any overt promise.
A new brand
Print: Retirees living fully, not quietly. Choosing life and choosing what matters.
Digital: Real people stories, podcasts, newsletters on how to re-fuel, A retirement co-pilot app.
Activation : Partnerships, Workshops and Events.
The Campaign
We show retirees doing the things they once postponed; travelling without deadlines, starting passion projects, mentoring, creating, laughing.
Real moments. Real lives.
The Rollout
The Shift
Retirement isn’t about slowing down. It’s about finally choosing what matters.
Through print, there is focus on strong, impactful visuals showcasing retirees living life to the fullest.
They are immersed in unfulfilled desires, going all out on celebrations, choosing LIFE and choosing what matters to them while embracing every moment of their well-earned retirement. Re-imagining what their retirement could be.
All image concepts generated on sora
Digital
The digital section of the Re-Fuel campaign is designed to make retirement planning feel alive, personal, and emotionally resonant.
The narrative is shifted from financial preparation to life transformation using daily nudges, real stories, and inspirational content to spark action and aspiration.
Digital Film 1
Opening Shot:
Black screen. Super and MVO:
“At 55, Ravi stopped working.”
Cut to Ravi who is a gentle, kind-eyed man and is packing up his office desk.
He leaves the building with a quiet, bittersweet smile.
CUT
Super and MVO: “At 56, he started growing a forest.”
Ravi stands in a dry, empty plot of land. He kneels, plants a tiny sapling.
CUT
Super and MVO: “At 62, he takes a siesta under the forest”
Ravi sleeps on a charpoy under his tree,with a faint smile on his face. There is lush green forest behind him.
Final line on screen : “It’s never too late to grow”
CTA: “RE-FUEL TODAY”
Logo - ICICI Re-Fuel Programme
Tagline
Digital Film 2
A film shot entirely on phones, like real moments captured by friends.
*UPBEAT BG MUSIC*
We see Retirees enjoying various out of the box activities: dancing in the living room, going on midnight chai runs, laughing over old songs, taking weekend road trips with no destination, starting a new business, learning how to surf or just watching the sunrise together.
Shot in a selfie mode, these moments are about capturing, and celebrating every other moment of life without taking it for granted.
CTA: “RE-FUEL YOUR LIFE”
Logo - ICICI Re-Fuel Programme
Tagline
Re-Fuel App
Your Personal Retirement Co-Pilot
The Re-Fuel App is more than just a retirement planner, it’s a smart, supportive guide for designing your next chapter.
Re-Fuel Quiz
Discover who you are beyond work -
An Explorer, Giver, Dreamer or Achiever,
so your plan fits you, not just your finances.
Re-Fuel Assist
A smart assistant that helps you balance your money, time, and energy. Get personalised actions and reminders to stay on track with your life goals.
Re-Fuel Vision
Bring your second innings to life visually.
Add photos, quotes, dream destinations, and mentors, and track your milestones as you go.
Re-Fuel OffScript
WHAT?
A podcast about stories of 50+ aged successful internet personalities who have re-imagined retirement by breaking age stigmas.
WHY?
To challenge outdated ideas about aging. RE-FUEL OFF SCRIPT proves it’s never too late to reinvent yourself and inspires listeners to see age as an asset, not a limit.
HOW?
Each episode dives into how they started, the hurdles they faced, and the mindset shifts that helped them turn age into an advantage, offering real, actionable insights for listeners who want to do the same.
Video Thumbanils
Potential IPs
NOW HERE
A road trip reunion
As we grow older, we drift apart from old friends, old dreams, and sometimes even from ourselves.
Now Here brings people back to where it all began — reminding them they're not alone in this next chapter. An invite-only, high-energy corporate offsite for India's Class of 2000 — think TEDx meets Tomorrowland for changemakers.
Through design thinking labs, reinvention workshops, and immersive experiences, attendees reconnect with old friends, old dreams, and most importantly, themselves.
Re-Fuel Network
After achieving status and success, the deeper human need shifts — from accumulation to significance. People want to matter, to contribute, to leave something behind.
Re-Fuel Network is a structured volunteering and mentorship community partnered with NGOs, helping high-achievers find renewed purpose by channelling their life experience into teaching, conservation, disaster relief, and more.
Re-Fuel Retreat
After decades of putting others first — careers, families, obligations — most people have never paused to ask: what do I actually want next? A purpose-finding escape from the noise.
Through Himalayan dawn meditations, Balinese legacy mapping, and Costa Rican forest bathing, attendees slow down, reflect deeply, and leave with a renewed sense of direction — backed by health and insurance partners for complete peace of mind.
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