Go Digit General Insurance Limited (Digit Insurance), a leading new-age insurance provider in India, has unveiled the second ad featuring their brand ambassador, Virat Kohli, as part of their latest brand campaign, “That’s it!”. This campaign highlights a key aspect of the insurance experience—the claims process. Through a unique and humorous storyline, the ad aims to address the “doubt” many customers feel when it comes to filing insurance claims, transforming it into “delight” thanks to Digit Insurance’s seamless and user-friendly process.
Digit Insurance Ad’s Storyline ft. Virat Kohli
The Digit Insurance ad opens with a humorous and relatable scenario. Virat Kohli, stepping into the role of a playful uncle (chachu), is accompanied by his young niece (bhatiji) as they face an unexpected challenge—an encounter with a mischievous monkey that vandalizes their beloved two-wheeler. The once pristine scooter is left with a severely damaged seat and multiple scratches, leaving the duo worried about the insurance claim process ahead.
Anticipating a long and tedious experience, they exchange concerned glances before deciding to call Digit Insurance’s Customer Happiness team. However, their worries are quickly put to rest when they discover how simple the process is. A friendly customer service representative reassures them that all they need to do is upload a video of the damage. This surprising ease transforms their initial doubt into delight, leading Kohli and his niece to exclaim in unison, “That’s It!”—a sentiment echoed by the representative’s reply, “That’s Digit!”.
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Real Impact: Addressing Common Concerns
The ad resonates with the everyday experiences of many two-wheeler owners, particularly in situations where minor damages can feel like major headaches. In FY 2023-24 alone, Digit Insurance settled over 1,200 two-wheeler claims due to monkey-related damages, marking a 43% year-on-year increase. More than Rs 40 lakh was paid out for such claims, highlighting the company’s commitment to quick and efficient claims processing, even for small-ticket items like two-wheelers.
Insights from Digit Insurance
Tanya Marwah, Head of Marketing & Corporate Communications at Digit Insurance, emphasized the purpose behind the campaign: “Two-wheeler insurance buying is usually an uninvolved choice wherein a lot of thought typically doesn’t go into the kind of insurer you pick. Nervousness or delight is felt when the time comes to file a claim. The aim of this ad campaign was to showcase how fast and delightful the claims experience is even when it comes to small-ticket claims of two-wheelers. Claims is the ultimate moment of truth for any insurer and Digit’s focus is always on customer delight when they experience our claims servicing.”
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A Wide Reach Across Platforms
The “That’s it!” campaign has already made significant strides in reaching audiences across multiple platforms. The first ad in the series went live during the ICC Men’s T20 World Cup in June, garnering an estimated 19 million viewers. It was also showcased during India’s cricket tours of Zimbabwe and Sri Lanka, reaching an additional 38 million viewers. Currently, the campaign is being featured across YouTube, Meta, Hotstar, and various other OTT and social media platforms, continuing to spread its message of simplicity and efficiency in the insurance claims process.
Conclusion
Go Digit Insurance’s latest ad campaign, featuring the ever-popular Virat Kohli, effectively demonstrates the ease and speed of their claims process, turning what is often a stressful experience into a delightful one. Through humor and relatability, the “That’s it!” campaign not only engages viewers but also builds trust in the brand’s commitment to customer satisfaction.
