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Go Digit General Insurance Limited (Digit Insurance), one of India’s leading new-age insurance companies, announced the launch of its latest brand campaign “That’s it!” with its brand ambassador Virat Kohli. The campaign, which focuses on transforming ‘Doubt to Delight’ when it comes to filing of insurance claims, was launched ahead of Super 8 matches at the ICC T20 World Cup.

CAMPAIGN IDEA

The ad campaign aims to demystify the notion that making an insurance claim is complicated and showcases the swiftness and ease of submitting a claim, turning doubt into an unexpectedly delightful experience for its customers, making them go “That’s It?”. Set against the backdrop of a surreal city, the ad film showcases Virat Kohli portraying the character of an uncle (chachu) paired with a niece (bhatiji).

AD STORYLINE

In the ad, the character of Kohli and the niece can be seen looking at their car that has multiple dents due to an unusual scenario of three coconuts falling on the vehicle. The duo discusses in doubt whether their claim will be easily submitted or not. Fretting over the lengthy process that may lie ahead, both hesitantly call the customer care executive of Digit Insurance.

Both Kohli and the niece can be seen trying to explain the bizarre coconut damage scenario in a haphazard manner. Digit’s customer care executive quickly understands the problem and assures them that it is a common issue in their area and that they can simply record the video of the damage and the claim will successfully get submitted. This baffles Kohli and his niece with both of them reacting “THAT’S IT?” as they are delighted to know they do not need to do anything else; contrary to their earlier notion of claim submission being complicated.

QUOTES ON THE BRAND CAMPAIGN

Digit customers most often are delightfully shocked when they experience simplicity and smoothness during our insurance claims submission process. For the campaign, we focused particularly on the aspect of turning doubt to delight that our customers experience with us. Over the years, we have really gone that extra mile to simplify our processes through innovative tech-backed processes. Contrary to the doubt customers have of claims filing being complex, there is very little our customers have to do, and that really delights them, making them go "THAT'S IT?" when they experience our services.

The idea of "That's it!" for Digit's ad campaign resonated with me because I think people generally have this perception that filing an insurance claim is going to be a very long and complicated process. However, Digit, using its tech innovation, is changing this perception by making their claims process easy, quick, and pretty smooth; to the extent that it literally makes you go, "THAT’S IT?

Let's be honest. Nobody really looks forward to lengthy process of filing insurance claims. But Digit is changing the game, making insurance easy and accessible for everyone. We wanted to capture how unexpectedly delightful dealing with Digit can be—making people say, 'That's it!' We're thrilled to have worked with the brand team and Kohli to bring this campaign to life.

The ad campaign will play throughout the Super 8 stage of T20 World Cup and will also be showcased in multiple cinema theatres pan-India, apart from various OTTs and social media.

DIGIT’S STRONG MOTOR INSURANCE BUSINESS

As of 31 March 2024, Digit Insurance has settled 19.6 lakh claims since inception, had a motor claims net promoter score of 94.5% for FY2023-24. The Company had a claims settlement ratio of 96% in the motor segment for FY2023-24. It boasts of high customer satisfaction with a rating of 4.9/5 on Facebook (27,000+ reviews) and 4.7/5 on Google (2.2 lakh+ reviews) as of FY2024.

Digit Insurance is one of the leading private insurance players in the motor insurance segment. In FY24, the company clocked a premium of Rs 5,471 crore in the motor segment, contributing 61% to the company’s overall gross written premium (GWP). The Company commanded a motor insurance market share of 6% for the year ended March 31, 2024.

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