27th April 2022: The popular combination of Dulquer Salmaan and Samantha Prabhu have been onboarded as brand ambassadors for the southern regions by digital payments platform PhonePe, which has also announced the launch of an integrated multimedia campaign for 2-wheeler insurance.
The 6-ad film pan-India campaign intends to stimulate category establishment and renewal consideration for Bike insurance on the PhonePe platform.
Aside from Aamir Khan and Alia Bhatt, PhonePe has brought in the duo Salmaan and Prabhu to appeal to southern viewers.
The campaign has Aamir and Alia in creatives created specifically for Hindi-speaking viewers, while Dulquer Salmaan and Samantha star in creatives created specifically for Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, and Telangana audiences.
The campaign will run across TV, OTT, digital, print, and social media platforms until July 2022, in addition to being associate sponsors of the Tata IPL broadcast on TV.
The ad highlights the relationship between bikers and traffic officers around India, using humor to convey the primary point, with popular songs serving as a commentary on their interactions. The advertisement tries to get cyclists to purchase bike insurance in order to avoid hassles and fines while riding.
The campaign also demonstrates how purchasing insurance with PhonePe is simple, quick, and inexpensive, and only just a few taps on the smartphone.
“In the last 6 months, we have marketed our insurance products by redefining insurance storytelling and taking a light-hearted approach to pitching functional products to consumers,” said Ramesh Srinivasan, Director of Brand Marketing at PhonePe, in response to the launch of this new campaign. We’ve developed a campaign focusing on 2-wheeler insurance, extending the pitch of ‘No tension insurance on PhonePe.’ Even thoughthe fact that bike insurance is required by law, many bike owners fail to comply. This ad tries to modify current customer behavior by encouraging them to ride safely and legally.”
“We’re also continuing to invest in our audience’s needs, and rather than having a single campaign for all markets, we’ve designed two separate efforts, one for the north and one for the south, with a full 360 media mix in each. This is part of a bigger strategy to encourage people to consider renewing their bike insurance on the PhonePe platform.”
Follow and connect us on Facebook, Linkedin & Twitter
