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Go Digit Life Insurance Limited (Digit Life Insurance), one of India’s fastest growing new-age digital life insurers, has announced Virat Kohli as its brand ambassador. The ongoing “That’s It” campaign now extends to life insurance, showcasing how Digit Life Insurance brings a new wave of simplified, tech-enabled offerings to India. Virat Kohli is also the brand ambassador of Go Digit General Insurance Limited and is among the investors in the general insurance company.
The ad campaign has already garnered 20.7 million views on Instagram and 0.61 million views on X (formerly Twitter). It leverages Go Digit’s existing brand value to raise awareness of Digit Group’s entry into the life insurance market. Digit Life Insurance received its IRDAI license to commence operations in June 2023, becoming the 26th life insurance provider in the country.
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The first ad opens in a children’s salon where Virat Kohli (playing the role of a chachu) waits for his niece’s (played by Mishka Gambhir) haircut. When questioned by a parent about his life insurance, the scene halts in slow motion, with his niece trying to stop him from breaking character. He smiles mischievously and breaks into the famous shoulder step from the viral “Do the Digit Digit” musical for Digit General Insurance.
The setting transforms into a vibrant space as everyone joins Virat in the “Do the Digit” dance. He then reveals to the parent that life insurance now means Digit Life Insurance, highlighting the company's entry into this segment. The campaign clearly communicates that Digit’s products are now an accessible option for life insurance needs.
The company currently has six active products and has surpassed ?1,000 crore in total net premiums since its inception, witnessing a growth of 519% YoY (unaudited) till September 2024 YTD.
Speaking about the ad campaign, Virat Kohli, Brand Ambassador, Digit Life Insurance, said, “Digit General Insurance has focused on simplifying general insurance for Indians. I’m genuinely happy to see that Digit Group is extending this new-age wave to life insurance as well. I’m excited to be part of this journey.”
Elaborating on the concept behind the campaign, the Marketing Spokesperson of Digit Life Insurance said, "Through the 'That's It!' campaign, we wanted to transform how we communicate the joy of buying life insurance. Instead of focusing on loss, we celebrate the life that comes from protecting loved ones. Digit aims to be the default choice for life insurance, and 'That's It!' showcases this obvious choice that Virat Kohli conveys in the first ad."
Using the “Do the Digit Digit” soundtrack, the campaign aims to capture viewers' attention and establish familiarity and trust with the Digit Life Insurance brand. The campaign will be showcased across digital media channels like YouTube, Meta, and other social media platforms, with targeted ads on OTT media platforms, helping to create curiosity about its offerings.
