Virat Kohli Leads Digit Life Insurance’s Tech-Driven “That’s It!” Campaign

Go Digit Life Insurance Limited (Digit Life Insurance), a digital-first life insurer, has announced Virat Kohli as the brand ambassador for its new “That’s It!” campaign. The campaign promotes Digit Life Insurance’s simplified, technology-driven solutions for life insurance in India. Virat Kohli, already an ambassador for Go Digit General Insurance, is also an investor in the company.

The campaign's first ad is set in a children’s salon, where Kohli, playing the role of an uncle, is waiting while his niece, portrayed by Mishka Gambhir, gets her haircut. When a nearby parent inquires where Kohli purchased his life insurance, the scene pauses dramatically. His niece humorously tries to stop him from responding, but Kohli smiles and breaks into his iconic “Do the Digit” dance, originally made famous in his previous campaign for Digit General Insurance.

As the mood lightens, everyone in the room joins Kohli in the lively “Do the Digit” dance. Kohli then introduces Digit Life Insurance, marking the company’s entrance into the life insurance sector. The campaign emphasizes Digit Group’s mission to make life insurance simple and accessible for all Indians, with products designed for modern needs.

Virat Kohli shared his excitement about the campaign, saying, "Since the beginning, Digit General Insurance has focused on simplifying insurance for Indians. I’m thrilled that this approach is now expanding to life insurance, and I’m excited to be part of this journey with Digit Life Insurance."

A Digit Life Insurance marketing spokesperson explained the campaign’s concept, stating, "With the 'That’s It!' campaign, we wanted to change the typical narrative around life insurance by focusing on the joy of protecting loved ones, rather than the consequences of loss. Virat Kohli’s message is clear: Digit Life Insurance is the natural choice for life insurance, offering simplicity and peace of mind."

The launch campaign will be featured across multiple digital platforms, including YouTube, Meta, and other social media outlets. In addition, targeted ads on OTT platforms will raise awareness and generate excitement about Digit Life Insurance’s offerings.