PhonePe launches its brand new campaign on insurance
The campaign starring Aamir Khan & Alia Bhatt will run across TV, OTT & digital media platforms
National, October 28th, 2021: PhonePe, India’s leading digital payments platform today announced the launch of a six month long brand campaign on insurance. The campaign, starring Aamir Khan and Alia Bhatt, focuses on how buying insurance on PhonePe allows customers to stay relaxed when life throws a curveball at them. Comprising 12 ad films, the campaign kicked-off on October 23rd during the ICC T20 Cricket World Cup season, and will run across TV, OTT, print, digital & other media platforms.
Traditionally, advertising campaigns on insurance have focused on ‘uncertainty’ as a means to nudge viewers to buy the offering. PhonePe’s campaign employs a different approach. It uses ‘optimism’ to remind viewers that life gets easier for those who anticipate, plan and buy insurance in time. The ad films use an engaging storyline, connecting to the central theme of ‘Tension chhodo. Insurance lo.’ The campaign highlights how PhonePe takes away all the stress from the insurance buying process by offering instant and paperless solutions to all insurance needs of the consumer in one place.
Commenting on the launch of this new campaign, Ramesh Srinivasan, Director of Brand Marketing, PhonePe said, “Marketing insurance products in India has traditionally followed a very straightjacketed approach – selling at the back of consumer fear. However, given that PhonePe’s insurance offerings take a consumer first approach and solve for some of the biggest consumer problems in the industry – unwanted calls, post purchase dissonance, tests and paperwork, the campaign narrative of “Tension Chhodo, Insurance Lo” tries to keep the consumer challenges at the core and showcase the power of the platform and product in simplifying the insurance buying process, in a relatable and light-hearted manner. We are co-presenting sponsors on this year’s ICC T20 WC and are launching our Insurance campaign on the largest media impact platform taking it directly to millions of Indian households and this will be followed by several other ads in the subsequent months.”
Link to the ads:
PhonePe is India’s leading digital payments platform with over 325 million registered users. Using PhonePe, users can send and receive money, recharge mobile, DTH, data cards, pay at stores, make utility payments, buy gold and make investments. PhonePe forayed into financial services in 2017 with the launch of Gold providing users with a safe and convenient option to buy 24-karat gold securely on its platform. PhonePe has since launched several Mutual Funds and Insurance products like tax-saving funds, liquid funds, international travel insurance, life insurance, and insurance for the COVID-19 pandemic among others. PhonePe is also accepted at over 22 million merchant outlets across India.
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