Ad Campaigns
Digit Insurance’s “That’s It” campaign focuses on easy two-wheeler claims submission
Mumbai: Go Digit General Insurance Ltd (Digit Insurance), a new-age insurance company, unveiled the second ad with its brand ambassador Virat Kohli for its latest brand campaign “That’s it!”.
The campaign, through a unique motor claims scenario, focuses on how “doubt” that people feel when it comes to the insurance claims submission process turns into “delight” when they experience Digit Insurance’s seamless and easy process of filing a claim.
The Digit Insurance ad opens with a humorous and relatable scenario: Virat Kohli, seen in the avatar of an uncle (chachu) along with the young bhatiji (niece) face an unexpected challenge—their beloved bike is vandalised by a mischievous monkey. The once pristine two-wheeler scooter now has a severely damaged seat and multiple scratches on the vehicle. The duo, anticipating a long and tedious insurance claim submission process, exchanged worried glances and decided to call the Digit Insurance Customer Happiness team to file their claim.
Their concerns, however, are quickly dismissed when they contact Digit Insurance’s customer happiness team. A friendly customer service representative assures them that the claims submission process is remarkably simple, requiring them to simply upload a video of the damage. This unexpected ease transforms the initial doubt and anxiety into surprise and delight, as Kohli and his niece exclaim, “That’s It!” in unison with the customer representative replying “That’s Digit!”.
As per the press release in FY 2023-24, the company settled 1,200+ 2-wheeler claims due to damage caused by monkeys. Digit saw a 43 per cent increase YoY in the same period, with more than Rs 40 lakh paid for such claims.
Commenting on the ad campaign, Digit Insurance head of marketing & corporate communications Tanya Marwah said, “Two-wheeler insurance buying is usually an uninvolved choice wherein a lot of thought typically doesn’t go into the kind of insurer you pick. Nervousness or delight is felt when the time comes to file a claim. This ad campaign aimed to showcase how fast and delightful the claims experience is even when it comes to small-ticket claims of two-wheelers. Claims is the ultimate moment of truth for any insurer and Digit’s focus is always focused on customer delight when they experience our claims servicing.”
Its first ad under the That’s It! campaign went live during the ICC Men’s T20 World Cup in June, reaching an estimate of more than 19 million viewers. The campaign was also showcased in India’s cricket tour of Zimbabwe and the tour of Sri Lanka, reaching an estimate of more than 38 million viewers. The campaign is now being showcased across YouTube, Meta, Hotstar and various other OTT and social media platforms.
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