Phonepe onboards Dulquer Salmaan and Samantha Prabhu as brand ambassadors for South Indian markets
NEW DELHI: PhonePe, a digital payment platform, has announced the launch of an integrated multimedia campaign for two-wheeler insurance that will feature Dulquer Salmaan and Samantha Prabhu. The pan-India campaign, the company said, will feature six commercials aimed at boosting category creation and consideration for bike insurance renewals on their platform.
Aamir Khan and Alia Bhatt will also feature in the commercials, in addition to Dulquer Salmaan and Samantha Prabhu who will serve as brand ambassadors for the South Indian markets.
The campaign uses creatives designed for Hindi speaking audiences with Khan and Bhatt, while for Tamil Nadu, Karnataka, Kerala, Andhra Pradesh and Telangana the campaign features Dulquer and Samantha. As well as being associate sponsors of the Tata IPL TV broadcast, the campaign will run across TV, OTT, digital, print and social media platforms until July 2022.
The campaign explores the relationship between bikers and traffic cops across India, with popular songs used as commentary on the interactions. The campaign aims to encourage cyclists to avoid hassles and fines by purchasing bicycle insurance.
Ramesh Srinivasan, Brand Marketing Director, PhonePe, said, “Over the past six months, we have brought our insurance products to market by redefining the insurance storytelling and taking a lightweight approach to delivering functional products to consumers. consumers. We have now launched a campaign focusing on 2 wheeler insurance. Although bike insurance is mandatory by law, bike owners often tend to overlook this requirement. This campaign aims to change this current behavior of customers and encourage them to ride legally and stress-free. We also continue to invest in the needs of our audience and instead of having one campaign for all markets, we have designed separate campaigns – for the North and South markets with a full 360° media mix. »
According to the IBEF, the insurance industry in India is expected to grow to $280 billion by 2020.