In less than 5 yrs, nearly 3 cr customers have placed their trust in Digit: Tanya Marwah

Go Digit General Insurance, one of India’s fastest growing general insurance companies, recently announced the launch of its new brand campaign “Do the Digit Digit”. The film shows the insurer’s brand ambassador, Virat Kohli, gleefully grooving to an all-new anthem which addresses how 3 crore Indians have placed their trust in Digit to insure their health, motor, travel, and property, among others. Through its partner and direct distribution channels, the company has till date served 99.56% of India’s total postal codes and the campaign is a celebration of this feat.

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Since its inception in 2017, Digit has focused on simplifying insurance to help more Indians understand the importance of having adequate financial cushion. The film shows people and elements gradually turning into the colour Amber, representing Digit’s presence along the length and breadth of the country.

Speaking to Adgully for their column Talking Insights, Tanya Marwah, Vice President, and Head – Brand Marketing, Go Digit General Insurance, gives a run down on the campaign and how they are focused on the mission to make insurance simple and accessible to their customers.

What is the objective set for Virat Kohli’s new campaign ‘Do the Digit Digit’? Who are you targeting through this new campaign?

Through this campaign and our overall marketing efforts, our objective is to increase brand awareness and recall for Digit Insurance. The fact that we have served 99.56% of India’s total postal codes means that our product portfolio caters to different audiences and, therefore, our campaign needs to appeal to a larger group of people irrespective of age, culture, demographic, geography and so on. We have also ensured that the campaign is holistic in nature and not restricted to just a particular product category.

What are the expectations from the new campaign? How is it going to help brand Digit in a highly crowded and competitive general insurance market?

The aim is to further enhance our reach. From a positioning point of view, the idea is to communicate how in less than 5 years, nearly 3 crore customers across geographies and backgrounds have placed their trust in Digit. Virat Kohli is our investor, customer as well as brand ambassador, which shows his belief in Digit. Virat is popular across age groups and geographies; therefore, he fits perfectly in our efforts towards highlighting the company’s growth.

Well, not only insurance but the whole fintech and BFSI space is investing a lot in advertising; so, we were sure that a different approach would help. We hope Virat Kohli dancing to the campaign’s catchy song ‘Do the Digit Digit’, which incorporates multiple languages, will stick with people. The film is set across vibrant themes with a host of rickshaw drivers, Bharatnatyam dancers, travellers and youngsters grooving to the brand-new anthem.

We have seen that good jingles usually make for impactful campaigns. Hope our new campaign, which brings cricket, Bollywood, and music together – something that all Indians love – will create long-term brand recall for Digit.

What was the brief given to the agency for this new campaign? How did your agency come up with this idea? What’s the core insight for the campaign?

Within less than 5 years, nearly 3 crore customers already trust Digit with their insurance needs. We wanted to highlight the company’s growth trajectory by focusing on ‘scale’, while also incorporating the story of our presence across the length and breadth of the country. We want to persuade the rest of Indians to join the party and live the Digit experience.

The brief was clear, and our creative agency Stirred, which has been with us since Day 1, has seen the company grow. So, they were able to quickly understand the brief and translate our celebration of the ‘scale’ story into an impactful campaign. The film reflects the ‘Digit Party’, where people across geographies, genders, professions, and cultures are seen joining the ever-charming Virat Kohli.

With the reason to believe of 3 crore customers, the campaign suggests how there is a strong case for more people to buy insurance from Digit. The campaign is based on the core insight that people trust companies that are trusted by other people that are like them or come from a similar background as theirs. Therefore, we have a wide representation of this in our campaign.

The equity of Virat and his overall perception as a brand ambassador has dipped. Do you think his presence with the brand will add value to the brand’s salience?

The fact that Virat is our investor brings forward a strong conviction about his belief in the brand rather than being just a celebrity endorser. However, this is something that not everyone knows.

The ground-level feedback from our partners, agents, and the retail distribution network shows that his brand value continues to be very high, so we don’t believe that his overall perception has dipped at all. Virat is a loved cricketer, a widely followed youth icon with a nation-wide appeal; so, for a new-age brand like ours, he continues to remain the perfect fit.

How do you plan to maximise and leverage this campaign?

We have launched the campaign with a decent but selective media buy for effective reach and impact. We will be exploring shorter edits of the campaign for our product-specific communication as well. We may have some innovation buys in some key markets on above-the-line (ATL) ads as well. We will also amplify the campaign through our partner network, which is the bigger distribution channel for us.

What’s the media mix going to be like?

Largely digital, with some impact buys and associations, in addition to some pilots in ATL in a few key markets. We may explore audio buys as well, given the nature of our campaign and that we have a good jingle!