ICICI Lombard Partners Swiggy Instamart to Reinforce 30‑Minute Roadside Assistance

• One of its kind marketing integration designed to bring motor insurance into the everyday digital surfaces where consumers already spend their attention

ICICI Lombard General Insurance has rolled out a brand integration with Swiggy Instamart that reinforces its ‘Service Assure’ 30-minute roadside assistance promise by connecting it with the everyday delivery experience of Mumbai consumers. As shoppers track their orders on the Instamart app, the rider icon moving toward their address now carries ICICI Lombard's branding, accompanied by an in-app banner reinforcing the message — bringing motor insurance into a moment when the consumer is already engaged with the idea of fast, dependable service.

Quick commerce has redefined service benchmarks, with platforms like Swiggy Instamart delivering essentials within minutes. Harping on the same we wanted to highlight that if Swiggy Instamart is known for instant delivery, ICICI Lombard we have a product offering “Service Assured” which is known for road side assistance in 30 minutes. We wanted to leverage the instant proposition

The collaboration reflects a deliberate shift in how the brand is choosing to show up, moving beyond insurance’s traditionally limited touchpoints—when consumers buy a policy or when something goes wrong—both of which are functional and transactional, offering little opportunity to build affinity. The Swiggy Instamart integration seeks to change that by repositioning the brand within moments of routine, daily ease rather than decision or distress, embedding it seamlessly into everyday life. In Mumbai alone, the initiative is expected to deliver over 800,000+ impressions and reach 80,000+ Instamart users and drive approximately, enabling the brand to build consistent, high-frequency visibility at scale within a familiar and convenient consumer context.

What makes the choice of surface interesting is its intentionality. Rather than a generic media buy, the brand has chosen a specific screen, a specific behaviour, and a specific audience. The Instamart tracking screen is one of the most attentively viewed surfaces in urban digital life today — checked frequently, watched closely, and associated with a positive emotional state. It allows ICICI Lombard to be seen in passing, in good light, by exactly the kind of urban consumer Service Assure is built for — without interrupting them.

Commenting on the collaboration, Ms. Sheena Kapoor, Head – Marketing, Corporate Communications & CSR, ICICI Lombard, said: "With ICICI Lombard Service Assure, we have made a simple promise to our customers—to reach them with roadside assistance in under 30 minutes. Our collaboration with Swiggy Instamart is a natural extension of that promise. As consumers track their Instamart orders in real time, they'll see our Service Assure message integrated into the delivery journey, connecting our commitment to fast, dependable assistance with an experience they already know and trust. It's a simple yet powerful way of reinforcing that speed isn't just about deliveries—it matters just as much when you're stranded on the road. By bringing our promise into an everyday consumer moment, we're making insurance feel more relevant, more relatable and, above all, demonstrating that when our customers need us most, we will be there—quickly, reliably and with complete peace of mind."

The Swiggy Instamart integration, live in Mumbai as a pilot, continues a marketing approach ICICI Lombard has been shaping over time — one that meets consumers in the cultural and digital spaces they already spend time in, rather than asking them to come to insurance. ‘Service Assure’ which handles typical issues that need road side assistance

1. Car mechanical failure / breakdown and need for towing.
2. Need for Minor on-spot repairs.
3. Flat tyre
4. Battery failure - need for battery jumpstart

‘Service Assure’ promises on-road help within thirty minutes for private car customers across Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune and Ahmedabad, fits naturally within that thinking — and the Mumbai collaboration is the latest, and perhaps most contextually relevant, expression of it.

ICICI Lombard is the leading private general insurance company in the country. The Company offers a comprehensive and well-diversified range of products through multiple distribution channels, including motor, health, crop, fire, personal accident, marine, engineering, and liability insurance. With a legacy of over 2 decades, ICICI Lombard is committed to customer centricity with its brand philosophy of ‘Nibhaye Vaade’. The company has issued over 39.2 million policies, over 3.4 million claims processed and has a Gross Written Premium (GWP) of ₹ 306.18 billion for the year ended March 31, 2026. ICICI Lombard has 341 branches and 15,008 employees, as on March 31, 2026.

ICICI Lombard has been a pioneer in the industry, being the first large-scale insurance company in India to migrate its entire core systems to the cloud. With a strong focus on being digitally-led and agile, the company has introduced multiple AI-powered insurance solutions. The company’s flagship insurance and wellness app, IL TakeCare, which has received over 21.0 million downloads, also offers the industry’s first Face Scan feature. The company has won several prestigious awards- including the Insurance Asia, ICC Emerging Asia Insurance, ET BFSI Exceller, ET Corporate Excellence, Golden Peacock, FICCI Insurance, Assocham, Stevie Asia Pacific, and National CSR in recognition of its various initiatives. For more details log on to https://www.icicilombard.com/.