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 taps IATA director general Willie Walsh as CEO for next phase
IATA chief to take over in August as airline sharpens international play
MUMBAI: IndiGo has tapped Willie Walsh as its next chief executive officer, signalling a decisive push to expand its global footprint and steady operations after a turbulent start to the year.
Walsh, currently director general of the International Air Transport Association, will take over the top job subject to regulatory approvals. His tenure at IATA is set to conclude on July 31, 2026, with his joining at IndiGo expected by August 3, 2026.
The appointment follows the exit of Pieter Elbers, who stepped down on March 10, 2026, just months after the airline grappled with network-wide disruptions that put its operational resilience under scrutiny.
Welcoming the move, IndiGo chairman Vikram Singh said, “I am thrilled that Willie will be at helm of IndiGo. He is an exceptional global aviation leader with a stellar track record of outstanding leadership across several airlines. His experience in managing large scale airline operations and navigating complex market dynamics make him ideally suited to strengthen and lead IndiGo for continued growth in an ever evolving and competitive international aviation environment.”
For his part, Walsh struck an optimistic note on the road ahead, “The aviation landscape is evolving rapidly, and IndiGo is extremely well-positioned to be at the forefront of this change. I look forward to partnering with colleagues across the organisation to build a culture of excellence, innovation, collaboration and sustainable value for all stakeholders” he said.
The leadership change comes at a time when IndiGo is sharpening its long-haul ambitions and looking to cement its position beyond the domestic market. With Walsh at the controls, the airline appears set to double down on scale, stability and a stronger international presence in the years ahead.
