Zuno General Insurance has launched its marketing campaign for the Zuno Switch Motor - Pay How You Drive Add-on (PHYD), which rewards safe driving with discounts on car insurance renewals. The app tracks driving scores using mobile sensor-based telematics to promote road safety.
The campaign introduces "Vivaan," a fictional character who generated excitement through billboards, bus shelters, and radio. Vivaan also became a viral topic on social media, with memes and influencers speculating about his identity. The campaign peaked with a digital film revealing Vivaan as an ideal, safe driver.
The grand reveal, presented by Red FM’s RJ Malishka and her co-presenters, was supported by extensive media coverage, including outdoor, metro, and transit media. It was clearly communicated that Vivaan, as a safe driver, earned up to 30% discounts on his car insurance renewal premium with Zuno.
Shanai Ghosh, MD & CEO of Zuno General Insurance, said, “We are thrilled to launch the ‘Well-Done Vivaan’ campaign, which brings our Pay How You Drive (PHYD) add-on to life in an engaging and relatable way. PHYD has been conceptualised to incentivise good driving behaviour and empower customers to pay a lower premium based on how well they drive. Through Vivaan, we’re not just introducing a new campaign—we’re promoting the importance of safer driving and rewarding those who make responsible choices on the road. This campaign embodies our commitment to innovation, transparency, and a more personalised approach to insurance. We believe Vivaan will inspire drivers to embrace a safer, smarter way to drive.”
The comprehensive 360 marketing campaign will run for 2-3 months from August 2024, featuring a mix of digital-first communication supported by ATL media like radio, outdoor, and transit media, as well as BTL avenues in priority markets. The campaign will centre around a digital film conceptualised and produced by the agency Hashtag Orange. Digital outreach will include Google platforms, display ads, social media, OTT, and direct publishers, leveraging influencer marketing and memes.
Ketan Mankikar, Head & VP Marketing at Zuno General Insurance, added, “For a groundbreaking product like PHYD, we knew we needed a marketing campaign that was just as innovative. The ‘Well-Done Vivaan’ campaign marks a significant milestone for us and a step forward in reimagining motor insurance. By presenting Vivaan as a relatable and aspirational figure, we've not only created a buzz around our Zuno Switch Motor PHYD but also highlighted the importance of responsible driving in a compelling manner. We are excited to see how Vivaan’s story will resonate with everyone and encourage them to adopt safer driving habits, enhancing road safety in India.”
Zuno General Insurance is eager to see how the ‘Well-Done Vivaan’ campaign inspires a new generation of safe drivers and encourages them to take advantage of the Zuno Switch Motor Pay How You Drive Add-on (PHYD), making Indian roads safer.
