Not all life insurance advertisements are boring. There are companies like ICICI which often surprise us with their advertisements. In 2013, ICICI Prudential launched a campaign titled 'Bande achche hain'. The advertisement of the same showed men in various stages of family life, performing small and caring acts toward their loved ones which often go unnoticed. Directed by Amit Sharma of Chrome Pictures, this commercial celebrates 'the caring family man'. Its lyrics has been written by Swanand Kirkere and the music has been composed by Shantanu Moitra. Here's the video: 'Jo zimmedari nibhate hai, jataate nahi!'