Zuno General Insurance has entrusted integrated marketing agency Hashtag Orange with the duties of overseeing and managing the marketing mandate of its recently launched product- Pay How You Drive.
Offering up to 30% off on renewal policy premiums based on the user’s driving score on the Zuno app, Zuno General Insurance’s smart add-on product not only provides significant savings but also encourages safe driving habits.
Highlighting the many benefits of PHYD and as part of the mandate win, Hashtag Orange has conceptualised a quirky and relatable marketing campaign ‘Well Done Vivaan’ that resonates with the younger generation of car insurance buyers.
Additionally, the agency has also developed a cross-channel marketing strategy, which includes an ad film, print media ideas, digital media, and outdoor ads.
In order to effectively connect with the target audience and build a strong brand presence, the agency has also created Vivaan— a cool, trendsetting character who inspires people to emulate his responsible driving behaviours.
Directed by Gaurang Menon, Regional and Creative Head, Hashtag Orange, the ‘Well done Vivaan’ film is a refreshing change from conventional ads within the category and as the campaign continues to gain traction, the agency is also rolling out extensions and reinforcements of the PHYD add-on and building upon the momentum of the film.
Speaking about Hashtag Orange’s work on the campaign, Menon, said, “We are thrilled to have had the opportunity to once again deliver a unique campaign for the brand. Vivaan is a throwback to ads gone by: part filmy, part fun. We had great fun creating this faceless character that is a symbol for good driving – something that anyone can be! Zuno’s innovative new product offering made us think hard on how to communicate such a product to its younger TG through one solid idea that can transcend different platforms and media.”
To this, Mukesh Vij, Founder, Hashtag Orange, added, “Amid all the advertisements that still rely on conventional narratives to deliver the brand message, standing out demands that we employ innovative new ideas. At Hashtag Orange, we are all about bold, out-of-the-box thinking that inspires action. By marrying branding expertise with creative storytelling, this campaign has successfully left a lasting impression in the minds of the audience. We are confident that this will lead to strengthened customer relationships and greater sales.”
Furthermore, Ketan Mankikar, Head and VP Marketing, Zuno General Insurance, also commented, “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.”
