PhonePe, a digital payments platform, has announced the launch of an integrated multimedia campaign for two-wheeler insurance featuring actors Dulquer Salmaan and Samantha Prabhu. The pan-India campaign, the company said, will comprise of six ad films aiming to drive category creation and consideration for bike insurance renewals on their platform.
Commenting on the launch of this new campaign, Ramesh Srinivasan, Director of Brand Marketing, PhonePe said, “In the last 6 months we have marketed our insurance products by redefining insurance storytelling and taking a light-hearted approach to pitch functional products to consumers. Extending the pitch of ‘No tension insurance on PhonePe’, we have now launched a campaign focused on 2-wheeler insurance. While bike insurance is mandatory by law, many times bike owners tend to overlook this requirement. This campaign aims to change this current customer behaviour and encourage them to ride lawfully and without tension. We also continue to invest in our audience’s needs and instead of having one campaign for all markets, we have crafted separate campaigns – for north and south markets with a full 360 media mix. This is with a larger goal to drive consideration for Bike insurance renewals on the PhonePe platform.”