Mumbai: Zuno General Insurance, formerly known as Edelweiss General Insurance, has appointed Hashtag Orange (Mumbai) as its official communications agency following a competitive multi-agency pitch. The strategic collaboration marks a crucial chapter in Zuno’s transformation journey, as the brand continues to reimagine general insurance for today’s younger, digitally native audiences.
Under this partnership, Hashtag Orange will manage both internal communications—covering HR, employee engagement, and employer branding—and external communication responsibilities including product launches and brand campaigns.
Demonstrating early momentum, Zuno and Hashtag Orange recently celebrated World Music Day with an innovative, genre-bending campaign. The brand launched ‘Hai Safar Ye Chill Wala’—an original track reimagined in six distinct musical genres using AI, allowing users to tailor their ‘drive vibe’ to personal tastes. The initiative showcased the agency’s creative capability to merge cultural relevance with brand storytelling.
Notably, Hashtag Orange previously conceptualized and executed the Vivaan campaign, which stood out in the insurance category for its fresh, engaging approach. Directed by Gaurang Menon, the campaign won industry attention for its storytelling.
Ketan Mankikar, Marketing Head at Zuno, shared his thoughts on the new partnership, “We, at Zuno, are on a journey to reimagine insurance to make it easy, friendly, and transparent. With Hashtag Orange, we’ve found a partner that truly understands our brand ambition and the importance of crafting communication that’s both consistent and compelling. Their strategic depth, creative edge, and understanding of our transformation journey made them the natural choice for this mandate.”
Mukesh Vij, Founder & CEO, Hashtag Orange, commented, “Zuno is challenging conventions in the insurance space and that’s exactly the kind of brief that excites us. This partnership goes beyond campaigns; it’s about co-creating a brand story that reflects people’s lives, aspirations, and expectations in today’s world. From core brand messaging to integrated outreach across consumer and employee ecosystems, we’re eager to shape something truly resonant and future-forward.”
Gaurang Menon, Regional & Creative Head West, Hashtag Orange, added, “This collaboration is about building from the inside out. Zuno has given us the creative freedom to think big, act meaningfully, and connect across touchpoints, whether it’s shaping a strong employer brand or launching breakthrough marketing. It’s the kind of mandate every creative team hopes for: brave, strategic, and full of opportunity.”
