Digit Insurance Launches Virat Kohli-Backed 'Drive Less, Pay Less' Campaign

In a groundbreaking move ahead of the highly-anticipated Asia Cup 2023, Digit Insurance, one of India's leading general insurance companies, has unveiled its latest advertising campaign, "Drive Less, Pay Less." The campaign features cricket legend Virat Kohli as its brand ambassador, captivating audiences with his bobblehead avatar grooving to the catchy "Do the Digit-Digit" anthem right on the car dashboard. What makes this campaign truly innovative is its emphasis on rewarding customers who drive less with reduced car insurance premiums.

Tanya Marwah, the Head of Marketing and Corporate Communications at Digit General Insurance, shed light on the campaign's core message. She emphasized that the discount offered under the Pay As You Drive (PAYD) add-on is particularly relevant to a significant portion of India's population, especially those residing in urban areas who opt for public transportation or ride-sharing services despite owning cars. These individuals often remain oblivious to the fact that they cover fewer miles annually, making them overpay for their car insurance.

Digit Insurance addresses this issue by introducing a hassle-free way to determine discounts. Unlike conventional telematics-based systems or driving behavior-tracking apps, PAYD by Digit Insurance relies solely on the average kilometers driven per year since the car's purchase, easily accessible through the car's odometer reading. This approach simplifies the process, ensuring that individuals who drive less pay less, without the need for complex monitoring or predictions about future driving habits.

The star power of Virat Kohli, an icon in the world of cricket, amplifies the campaign's impact, drawing attention to the revolutionary concept of tailoring insurance premiums to actual usage. With the "Drive Less, Pay Less" campaign, Digit Insurance aims to transform the way car insurance is perceived and purchased in India.

This innovative initiative not only benefits consumers but also aligns with the broader trend of personalized and usage-based insurance solutions. As more people recognize the advantages of PAYD insurance, it is poised to revolutionize the insurance industry, making coverage more accessible and affordable for those who drive sparingly.

In conclusion, Digit Insurance's latest advertising campaign, featuring Virat Kohli, is set to disrupt the car insurance sector by promoting a fair and straightforward approach to pricing. By rewarding customers for driving less, this campaign not only addresses the needs of many Indians but also sets a precedent for the future of insurance in the country.