Go Digit Insurance's 'That's it!' campaign shows how monkey business can be easy

New-age insurer Go Digit General Insurance Limited has released its second advertisement featuring brand ambassador and cricketer Virat Kohli. Part of the 'That's it!' campaign, the ad uses a motor claims scenario to address the common ‘doubt’ surrounding insurance claims, showing how the company’s simple and quick claims process can transform it into ‘delight.’

Tanya Marwah, head of marketing and corporate communications at Digit Insurance, explained the campaign's focus. “Claims are the ultimate moment of truth for any insurer, and Digit’s focus is always on customer delight when they experience our claims servicing,” she stated.

The ad aims to demonstrate how fast and satisfying the claims experience can be, even for small-ticket claims like those for two-wheelers. The campaign is currently running across platforms like YouTube, Meta, Hotstar, and various other OTT and social media channels.

The first ad of the 'That's It!' campaign debuted during the ICC Men's T20 World Cup in June, reaching over 19 million viewers. It was also aired during India's cricket tours of Zimbabwe and Sri Lanka, where it was seen by an estimated 38 million people.

The latest advertisement features cricketer Kohli in a humorous and relatable scene, playing an uncle (chachu) alongside his niece (bhatiji). The duo faces an unexpected challenge when a mischievous monkey vandalises their bike, leaving it with a damaged seat and multiple scratches.

Anticipating a lengthy and complicated claims process, they call Digit Insurance’s customer happiness team. To their surprise, a friendly customer service representative informs them that the claims process is incredibly straightforward—they only need to upload a video of the damage.

This simple procedure turns their initial apprehension into relief and joy. Kohli and his niece respond with a delighted, “That's it!”" to which the representative enthusiastically replies, "That’s Digit!”

This campaign highlights Digit Insurance's commitment to making the claims process hassle-free and customer-friendly, reinforcing their focus on customer satisfaction.

Campaign’s take: Insurance isn't usually a thrilling topic. Most two-wheeler owners don't dwell on the insurer they choose until it's time to make a claim. That's where Digit Insurance's latest campaign, featuring cricket superstar Virat Kohli, steps in—turning the mundane into memorable.

The 'That's It!' campaign smartly plays on the everyday challenges two-wheeler owners face, highlighting a situation that’s oddly common: monkey damage. No joke—Digit Insurance settled over 1,200 two-wheeler claims for monkey-related damage in FY 2023-24. That’s a 43% jump from the previous year, totalling over Rs 40 lakh. Clearly, there's a market for this kind of problem, and Digit is all over it.

In the ad, Virat Kohli, in a playful uncle role, finds himself in a sticky situation with his on-screen niece after their shiny scooter sports a shredded seat and a collection of scratches, courtesy of a cheeky monkey. Anticipating a long, painful claims process, he calls up Digit Insurance's Customer Happiness team. Instead of a labyrinth of paperwork and bureaucracy, they're greeted by a friendly voice telling them all they need is a video of the damage, which drives home the campaign's message.

This ad isn’t just about selling insurance—it’s about selling peace of mind. Digit Insurance positions itself as the stress-free option, the insurer that gets how annoying insurance can be and wants to make it easier. By casting Kohli, a trusted and admired figure, Digit adds a layer of credibility. Kohli's on-screen ease mirrors the brand's promise: no fuss, no hassle, just a quick solution.

The choice of scenario—a monkey wrecking a scooter—might seem quirky, but it's a clever nod to the real, albeit unusual, problems people face. It resonates with the everyday experiences of many two-wheeler owners in India, making the campaign both relatable and memorable.

In a nutshell, Digit Insurance’s ‘That’s It!’ campaign delivers a refreshing take on a typically dull subject, using humour and relatability to show potential customers that dealing with insurance doesn’t have to be a nightmare. It’s simple, it’s effective, and it’s making Digit stand out in a crowded market. With such an engaging approach, they’re not just making insurance easier—they’re making it cool.

Credits:

Creative content studio: Supari Studios
Production house: Supari Studios (Part of Kulfi Collective)
Film director: Akshat Gupt
In-house conceptualisation: Tanya Marwah, Huda Merchant