Brands
Digit Life Insurance unveils Virat Kohli as brand ambassador, expands campaign
Mumbai: Digit Life Insurance has just announced the appointment of cricket superstar Virat Kohli as its brand ambassador, extending the popular ‘That’s It!’ campaign to include life insurance. As one of India’s fastest-growing digital life insurers, Digit aims to revolutionise the life insurance landscape with simplified, tech-enabled offerings. Kohli, who also serves as the brand ambassador for Go Digit General Insurance and is an investor in the general insurance company, takes the lead in the new campaign that has already made waves online.
The first ad has attracted 20.7 million views on Instagram and 0.61 million views on X (formerly Twitter), building on Go Digit’s established brand recognition to introduce Digit Group’s expansion into life insurance. After receiving an IRDAI license to operate in June 2023, Digit Life Insurance became the 26th life insurer in India, and it currently offers six active products. Since its inception, the company has achieved over Rs 1,000 crore in total net premiums, experiencing a significant 519 per cent year-on-year growth (unaudited) as of September 2024.
The ad kicks off in a children’s salon, where Virat Kohli, playing the role of a chachu (uncle), is waiting for his niece, played by Mishka Gambhir, to finish her haircut. When a curious parent inquires about where he purchased his life insurance, the atmosphere shifts as his niece humorously tries to stop Virat from responding in his characteristic style. With a cheeky smile, Virat launches into the iconic “Do the Digit Digit” dance, a throwback to his previous campaign for Digit General Insurance. The upbeat energy spreads throughout the salon as everyone joins in on the dance, and Virat reveals how life insurance now means Digit Life Insurance.
The campaign’s primary objective is to introduce consumers to Digit Life Insurance, communicating the company’s entry into the life insurance market with a clear and celebratory tone. Utilising the catchy ‘Do the Digit Digit’ soundtrack, the ad aims to establish brand familiarity and trust, while presenting Digit Life Insurance as the default choice for protecting one’s loved ones.
Digit Life Insurance, brand ambassador, Kohli commented, “Digit General Insurance since inception has been focused on simplifying general insurance for Indians. I am genuinely happy to see that Digit Group is now extending this new-age wave to life insurance as well. I am eager to see how Digit Life Insurance will transform this landscape for Indians and am thrilled to be part of this journey as the brand ambassador.”
Digit Life Insurance, marketing spokesperson elaborated, “Through the “That’s It!” campaign, we wanted to transform the way we communicate the happiness of buying life insurance in one’s life. Rather than focusing on the aspect of what happens when someone is not in your life, we wanted to showcase the celebration of life that takes place when someone protects their loved ones through life insurance. Digit aims to be the default choice for life insurance for customers and “That’s It!” showcases that obvious choice that Virat Kohli is communicating through the first ad campaign.”
Brands
IndiGo names William Walsh CEO
Former IATA chief to take charge in August after Elbers exit, Bhatia steers interim
India’s biggest airline has moved fast and gone global. InterGlobe Aviation, which operates IndiGo, has tapped aviation heavyweight William Walsh as chief executive officer, subject to regulatory approvals, marking a sharp pivot as the carrier eyes its next burst of expansion.
Walsh, currently director general at the International Air Transport Association, will step down on July 31, 2026, and is expected to take charge by August 3. The appointment comes barely three weeks after Pieter Elbers exited the corner office, with Rahul Bhatia holding the fort in the interim.
The choice signals intent. Walsh brings decades of cockpit-to-boardroom experience, having led British Airways and later International Airlines Group, the parent of Aer Lingus, Iberia and Vueling. His tenure across carriers has been defined by hard resets, restructurings and cross-border consolidation—skills IndiGo may need as competition intensifies and scale becomes decisive.
Vikram Singh Mehta, chairman and non-executive independent director of IndiGo, said Walsh’s experience in managing large-scale airline operations and navigating complex market dynamics makes him well-suited to lead IndiGo in an increasingly competitive global aviation environment, adding that the appointment marks a new chapter as the airline scales in one of the world’s fastest-growing markets.
Rahul Bhatia said Walsh’s global perspective, operational expertise and customer-focused approach would be critical as IndiGo enters its next phase of expansion.
Walsh, widely regarded as one of the industry’s most influential figures, will oversee overall management and strategic direction, with a mandate spanning operational performance, network expansion, commercial strategy and customer experience. He is expected to work closely with the board and leadership team to sharpen IndiGo’s growth trajectory.
Walsh said IndiGo has a strong foundation and is well-positioned to capitalise on the evolving aviation landscape, adding that he looks forward to fostering a culture of excellence, innovation and sustainable value creation across the organisation.
A new captain, a bigger runway—and a market that rewards scale. IndiGo is lining up for its next take-off.
