PhonePe, India’s leading digital payments platform today announced the launch of a six-month-long brand campaign on insurance. The campaign, starring Aamir Khan and Alia Bhatt, focuses on how buying insurance on PhonePe allows customers to stay relaxed when life throws a curveball at them. Comprising 12 ad films, the campaign kicked-off on October 23rd during the ICC T20 Cricket World Cup season, and will run across TV, OTT, print, digital & other media platforms.
Traditionally, advertising campaigns on insurance have focused on ‘uncertainty’ as a means to nudge viewers to buy the offering. PhonePe’s campaign employs a different approach. It uses ‘optimism’ to remind viewers that life gets easier for those who anticipate, plan and buy insurance in time. The ad films use an engaging storyline, connecting to the central theme of ‘Tension chhodo. Insurance lo.’ The campaign highlights how PhonePe takes away all the stress from the insurance buying process by offering instant and paperless solutions to all insurance needs of the consumer in one place.
Commenting on the launch of this new campaign, Ramesh Srinivasan, Director of Brand Marketing, PhonePe said, “Marketing insurance products in India has traditionally followed a very straight-jacketed approach – selling at the back of consumer fear. However, given that PhonePe’s insurance offerings take a consumer-first approach and solve for some of the biggest consumer problems in the industry – unwanted calls, post-purchase dissonance, tests and paperwork, the campaign narrative of “Tension Chhodo, Insurance Lo” tries to keep the consumer challenges at the core and showcase the power of the platform and product in simplifying the insurance buying process, in a relatable and light-hearted manner. We are co-presenting sponsors on this year’s ICC T20 WC and are launching our Insurance campaign on the largest media impact platform taking it directly to millions of Indian households and this will be followed by several other ads in the subsequent months.”
Link to the ads: