Go Digit General Insurance, one of India’s booming general insurance companies, lately declared the launch of its recent brand campaign “Do the Digit Digit”. The film exhibits the insurer’s brand ambassador, Virat Kohli, gleefully cheering to an all-new anthem which conveys how 3 crores of Indians have positioned their belief in Digit to their health, motor, travel, and property, among others. Through its partner and open distribution channels, the company has to date served 99.56% of India’s total postal codes and the campaign is a party to this feat. Since its beginning in 2017, Digit has concentrated on facilitating insurance to help further Indians comprehend the significance of having a reasonable financial cushion. The film exhibits people and elements slowly turning into the colour Amber, symbolizing Digit’s presence along the length and breadth of the country.
Talking to Adgully for their column Talking Insights, Tanya Marwah, Vice President, and Head – of Brand Marketing, Go Digit General Insurance, provides a rundown on the campaign and how they are concentrated on the mission to make insurance reasonable and convenient to their customers. Through, this campaign and our all-around marketing efforts, our objective is to boost brand awareness and recall for Digit Insurance. We have also confirmed that the campaign is holistic and not constrained to just a particular product category.
The purpose is to further expand our reach. From a positioning point of view, the notion is to express how in less than 5 years, almost 3 crore customers across geographies and backgrounds have positioned their belief in Digit. Virat Kohli is our investor, customer as well as brand ambassador, which exhibits his belief in Digit. Virat is famous across age groups and geographies; hence, he fits flawlessly in our efforts towards promoting the company’s growth.
Well, not only insurance but the entire fintech and BFSI space is investing a lot in advertising; so, we were certain that a varied approach would help. We wish Virat Kohli dancing to the campaign’s catchy song ‘Do the Digit Digit’, which encompasses multiple languages, will attach with people. The film is set across active themes with a host of rickshaw drivers, Bharatnatyam dancers, travellers and youngsters grooving to the brand-new anthem.
We have discovered that good jingles usually make for impactful campaigns. Hope our new campaign, which draws cricket, Bollywood, and music jointly – something that all Indians adore – will build long-term brand remembrance for Digit.
We have initiated the campaign with a reasonable but selective media buy for significant reach and impact. We will be analyzing shorter edits of the campaign for our product-specific communication as well. We will also heighten the campaign through our partner network, which is a massive distribution channel for us. Mainly digital, with some consequence buys and associations, in expansion to some pilots in ATL in a few key markets.
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