MUMBAI: DHFL General Insurance has announced that its insuretech brand – COCO has bagged the award for “Best Use of Digital Media in the Insurance Category” for its two wheeler insurance (COCORide) launch campaign at Drivers of Digital Summit and Awards 2018. The winning campaign – #CareMoreHaveMore – focused on two key aspects of women empowerment and protection for one’s loved ones and prized possessions.
As revealed by the company, the objective of the campaign was the launch of COCORide, the first flagship two wheeler insurance retail product from COCO by DHFL General Insurance. Promoted across digital and OOH channels, the brand film garnered over 16 million views online. Since the brand film talked about breaking stereotypes and empowering women, it was also supported with influencer driven conversations around the topic from India’s First Female Motor Vlogger and other YouTube Channels for Auto-Enthusiasts.
Another integration via content & performance marketing, PR and OOH has led to COCO by DHFL General Insurance bagging this award. The campaign also received tremendous engagement from the audience strengthening the brand recall and positioning.
Commenting on the win, COCO by DHFL General Insurance MD and CEO Vijay Sinha said, “We are delighted to receive the “Drivers Of Digital Award”. This award gives us the encouragement to further propel brand COCO by DHFL General Insurance. I am proud of our team’s efforts and would also like to thank our consumers who have reposed trust in us. We hope to bring more successful campaigns involving the brand, driving awareness in the best possible way.”
MUMBAI: COCO by DHFL General Insurance has launched its first digital-only campaign #CareMoreHaveMore for its retail two-wheeler policy – COCORide, a unique comprehensive insurance policy offering a bouquet of options and additional covers that can be customised to suit one’s exact needs.
The digital campaign focuses on two key aspects – women empowerment and protection for one’s loved ones and prized possessions.
COCO by DHFL General Insurance embraces the thought that a bit of extra care today goes a long way in ensuring a more prosperous future. Showcasing the need for motor insurance, the first leg of the #CareMoreHaveMore campaign speaks to two-wheeler owners, revealing how insuring one’s two-wheeler vehicle today can provide long term benefits. The digital campaign provides a reflection of a daughter’s readiness to take on the world on her own as she has learned an invaluable lesson – “to care more is to have more.”
Through this campaign, COCO by DHFL General Insurance wants to celebrate women empowerment through a heartwarming coming of age story that lets us break stereotypes not explored before. A daughter confidently asking her father for the keys of his bike and then enjoying her secretive sojourn with it at night and early morning, before finally being entrusted with it—with the key message that caring more gives you more of the things that matter. Through this story, the brand aims to empower individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things.
DHFL general insurance MD and CEO Vijay Sinha says, “Brand COCO by DHFL General Insurance is built on the tenet of empowering individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things. A little care now, a lot more gain in the future. Utilising this one insight – the brand film for COCORide plays on two angles simultaneously. One is the more obvious one that is shown through the dynamics between the father and his daughter that caring for your bike also means readily being able to bank on your insurer. The second is more subtle and nuanced, which is of the father letting the daughter chart her own path in life without spoon-feeding her. This gives her a sense of achievement that is beyond him–but individually her own. In the end, when she’s handed the bike – it actually is a metaphor that she is now ready to take on the world because she has learnt the best lesson – to care more is to have more.”
The #CareMoreHaveMore campaign has been conceptualised by advertising agency Hypercollective.
On the creation of campaign, Hypercollective CCO and chairman KV Sridhar aka Pops adds, “As an organisation, we’ve always believed that brands that live by a purpose are the brands that can truly thrive. Add cultural truths to this mix and you have a campaign that can break through the clutter and touch your audience. After all, we’re in the business of human to human connection. Through this campaign, we’re not just breaking the stereotype that biking is a men’s game, but also extending the human value of care by exploring the relationship of a daughter and her father.”
The brand film is directed by Punarvasu Naik whose recent success has been India’s biggest blockbuster Dangal as associate director.
MUMBAI: Tata AIG Life Insurance Company has released an extension of their communication campaign reiterating the importance of inculcating strong values and a sound foundation in children.
The new commercial highlights the importance of building good values and principles among youngsters. The campaign focuses on the principle of basics being right and a strong foundation is a step towards a protected and secure future.
Conceived by Bates India, the TVC showcases the importance of right values which commences with a daughter convincing her father to meet her boyfriend. The father was reluctant and hesitant and was of the opinion that a new generation boy would not have appropriate values. Surprised by the young boy‘s values rooted in tradition, when he touches his feet, he opens up and offers support for a coffee date. The commercial ends by emphasizing the fact that “Good beginnings deliver good returns all your life.”
Tata AIG Life senior vice president and head of marketing Vijay Sinha said, “There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises on the platform of protection through the creative route of ‘strong foundation‘. The campaign focuses on our core philosophy of providing life insurance solutions that help build a strong foundation to enable individuals protect their financial needs for a stress-free and meaningful tomorrow.”
Bates regional planning director (Asia) Dheeraj Sinha said, “In today‘s India, growth, progress and moving ahead are the key flavours of life as well as brands. The truth however is that Indians are progressing because of their values and foundations, not without them. As my parents always said, if your basics are right, nothing can hold you back. In an increasingly uncertain time, it is our grounding that will keep us in good shape. Tata AIG Life stands up to this philosophy that our foundations will help us fly, in a context where everyone is merely focusing on winning, achievement and progress part of the picture.”
Tata AIG Life vice president – brand marketing Vikrant Ramachandra said, “As a wise man said, ‘India has changed. Indianness has not‘. As a Tata brand, the company has always given a strong emphasis on creating a future by nurturing a strong foundation. Our communication campaigns have always focused on inculcating good values from the start. The principle that ‘a strong foundation means a protected future‘ is at the core of the brand strategy.”
