PhonePe launches a new brand campaign on motor insurance renewals
Drives awareness and consideration for tension-free bike & car insurance renewals on the platform
National, September 21st, 2022: PhonePe, India’s leading digital payments platform today announced the launch of its integrated multimedia brand campaign focused on tension-free motor insurance renewals. This pan-India campaign will be launched in a phase-wise manner with eight ad films in total. It highlights real, everyday problems that consumers face with sales pitches that have now become an unpleasant purchase experience. The campaign drives awareness around the benefits of renewing motor insurance tension-free on PhonePe.
Focused on category creation and driving consideration for motor insurance renewals on the PhonePe platform, this campaign inspires consumers to question the way bike and car insurance is traditionally sold to them. It uses creatives specially crafted for Hindi-speaking audiences in the north markets starring Aamir Khan and Alia Bhatt, while for the south markets of Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, and Telangana, the campaign features Dulquer Salmaan.
The light-hearted series of films highlights how, with PhonePe, consumers don’t have to settle for unwanted sales calls, unnecessary add-ons, and other limited options. Both bike and car insurance products on the platform come with a wide range of options that empower consumers to choose the best price. It also gives potential buyers the power to choose any add-ons rather than setting them as defaults. Once done, the insurance is renewed instantly, does not need an in-person inspection, and is available at affordable prices. This conscious brand stance makes the purchase experience simple, easy, and tension-free while also setting PhonePe apart in this category.
Speaking on the launch of this new brand campaign, Ramesh Srinivasan, Director of Brand Marketing, PhonePe, said, “Based on our recent consumer research, we have been able to identify some of the current challenges in the insurance industry. The results highlight a general discontent from a consumer point of view for unwanted sales calls or unnecessary add-ons. We have built our latest motor insurance campaign sharply on these consumer insights to invest in our audience’s needs. At PhonePe, we have eliminated the problem of consumers facing unsolicited sales calls, thereby keeping up the product promise of ‘Tension-free Insurance’ on the platform. We have also continued with our brand approach of driving localized connect with our audiences with not one but two separate campaigns for the north and south Indian markets with a full 360 media mix.”
- Watch the ad films released in the North Indian markets here:
- Watch the ad films released in the South Indian markets here:
PhonePe was founded in December 2015, and has emerged as India’s largest payments app, enabling digital inclusion for consumers and merchants alike. With 40+ crore (400+ Million) registered users, one in four Indians are now on PhonePe. The company has also successfully digitized 3.2 crore (32 Million) offline merchants spread across Tier 2,3,4 and beyond, covering 99% pin codes in the country. PhonePe forayed into financial services in 2017, providing users with a safe and convenient option to buy 24-karat gold, and has recently also launched silver on its platform. Since then, PhonePe has introduced several Mutual Funds and Insurance products like tax-saving funds, liquid funds, international travel insurance, life insurance, COVID-19 insurance amongst others. Using PhonePe, users can also send and receive money, recharge mobile, DTH, pay at stores and make all their utility payments. PhonePe was recently recognized as the Most Trusted Brand for Digital Payments as per the Brand Trust Report 2022 by Trust Research Advisory (TRA).
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