5th September 2023, Bengaluru: Digit Insurance, one of India’s fastest-growing general insurance companies, launched its latest Pay As You Drive (PAYD) brand campaign “Drive Less, Pay Less” with its brand ambassador Virat Kohli. The ad campaign was launched ahead of the much-coveted Asia Cup 2023.
Virat Kohli, who appears in a bobblehead form for the ad campaign, is seen grooving to the “Do the Digit-Digit” anthem on the car dashboard, unable to keep calm knowing Digit customers will pay less car insurance premium if they drive less. The PAYD add-on offers a discount of up to 85% from erstwhile motor tariff in Own Damage Cover of car insurance to customers who drive less than 10,000 km in a year (around 28 km/day).
The 45-second fast-paced ad film, through its vibrant youthful connect showcases different cohorts of people the PAYD discount will be most relevant to. It ranges from an employee who works from home or in hybrid mode and drives less to a woman who drives her second car-less to a retired elderly person who doesn’t take his car out every day. The campaign also showcases people living in metro cities who use taxis or public transport to travel to work or only drive their car within the city limits.
Speaking about the newly launched ad campaign, Tanya Marwah, Head – of Marketing and Corporate Communications, at Digit General Insurance, said, “The discount offered under PAYD add-on is relevant to rather a large part of the Indian population, especially as many people living in cities don’t drive excessively and use the public transport or cab services despite having cars at home. But since people hardly track their daily commute or look at their odometers regularly, they don’t realize how less they drive in a year. These add-ons are for such people, who honestly shouldn’t be paying as high as people who drive a lot. And at Digit, we have made sure that the process to get this discount is super simple as it is not based on future driving behavior, or telematics or app to track the driving, but just the average kilometers driven per year since you had the car, which can easily be seen in the odometer reading.”
‘Pay As You Drive’ is a tech-enabled add-on cover by Digit Insurance that one can take when buying an ‘Own Damage’ or Comprehensive Car Insurance cover. Staying true to its mission of simplification, Digit has made the process of availing the add-on very smooth by offering a discount based on historical driving data. To avail the discount, a customer simply needs to share the car’s odometer reading and the yearly average usage of the car needs to be below 10,000 km. For example, if a car that is four years old has an odometer reading of 40,000 km, the average yearly usage of the car is 10,000 km, allowing the customer to avail the discount.
Digit Insurance in July 2022 became one of the first insurance companies to offer a ‘Pay As You Drive’ add-on to its customers, launching the same in less than two weeks after IRDAI’s announcement. The insurance regulator IRDAI on July 6, 2022, allowed general insurance companies to offer PAYD add-on cover to their customers.
Motor Insurance is one of the biggest lines of business for Digit Insurance. It had a market share of 5.3% in motor segment in the nine-month period ended December 31, 2022, and clocked a Gross Written Premium of Rs 31.24 billion in the same period. Impressed with Digit’s vision, Kohli invested in the Company in February 2020 and also became the brand ambassador.
- Concept: Digit Brand Marketing Team
- Creative Agency: Stirred Creative
- Production House: Supari Studios
- Film Director: Sonal Batra
- First AD: Karan Juneja
- Second AD: Chaitanya Jain
- Music Director: Raghav & Arjun
- Director of Photography: Parth Sayani
- Producer: Benezir Ansari
- Executive Producer: Divyashree Thacker