The process of filing a third party car insurance is considered to be a cumbersome and time consuming exercise in India, leaving many car owners in distress. Digit Insurance, also known as Go Digit General Insurance, aims to turn make this process simple and easy. It recently launched its new brand campaign, ‘That’s it!’, featuring brand ambassador Virat Kohli. The campaign sheds light on the transition from ‘Doubt to Delight’ when it comes to filing insurance claims and was launched ahead of Super 8 matches at the ICC T20 World Cup.The ad campaign intends to break the notion that making an insurance claim is a complicated process. It portrays the seamlessness and effortlessness of the submission of an insurance claim on Digit Insurance, transforming doubt into a matter of delight for the customers, further making them go ‘That’s It?’ in the end.The ad film Virat Kohli portraying the character of an uncle, who can be seen discussing with his niece about whether they can submit an insurance claim easily as three coconuts have fallen on their car, causing several dents and damage to the windshield. They then worry about the time consuming process that they may have to go through and call Digit Insurance Customer Care Executive, who tells them to just upload a video of the car damage on Digit Insurance, further informing that the claim gets submitted by that, which makes them exclaim “That’s it!” in surprise.In August, Digit Insurance launched the second ad of the ‘That’s It’ campaign, where Kohli and his niece face an unexpected challenge – their bike is vandalized by a monkey and the two-wheeler has a severely damaged seat plus several scratches on the vehicle. This time, too, an amiable customer service representative assures the duo that the claims submission process is very simple and requires them to just upload a video of the damage on the Digit Insurance app. This transforms the initial doubt and anxiety into delight as well as surprise, with Kohli and his niece exclaiming, “That’s It!” and the customer representative responding back “That’s Digit!”In conversation with Adgully, Tanya Marwah, Head – Marketing & Corporate Communications, Go Digit General Insurance, speaks about the core thought and concept behind the brand campaigns, the message that the campaign is conveying, the traction received, along with how Digit Insurance turns the doubt that people feel surrounding insurance claims submission into delight when they get to experience the seamless and easy process of filing a claim through Digit Insurance, and more.Could you shed light on the thought and concept behind the new campaign 'That's It' launched by Digit Insurance?The idea behind our new campaign, 'That's it, that's Digit', is an emotive expression of the moment of delight that we at Digit Insurance endeavor to create for our customers at the most critical part of the insurance journey i.e. claims!'That's it?' captures the shift from 'doubt to delight' for our customers. Typically, when people think about claims, they are filled with doubts: "Will my claim be accepted?" "How long will it take?" "Will there be tons of paperwork?" Our goal was to flip these expectations and changing this doubt to delight when customers experience Digit's simple, tech-driven claims process. It's that ultimate moment of realization — "That's it?" — where everything just works effortlessly and quickly, far beyond what they imagined.What is the message the campaign is trying to convey and what kind of traction has been received out of it?It has been received well in terms of customer feedback, and brand traction as well as our view-through rate is more than 50%, which is very positive.How does Digit Insurance turn the doubt that people feel surrounding insurance claims submission into delight when they get to experience the seamless and easy process of filing a claim through Digit Insurance?How would it feel when days are cut down to minutes? Probably that is what our customers feel too.Generally, when it comes to claims, people expect a lengthy procedure—of filling in multiple forms, providing multiple physical evidence, and waiting multiple days for their damages to be assessed.Let me take an example of car insurance specifically. Generally, when your car meets with an accident, one expects to fill in a physical form, get stamps in place, and so on for their claim to be registered. Post that, a physical surveyor is sent to assess damages. However, at Digit, we have simplified processes at every point. No physical claim forms are required. Our customers don’t need to do any kind of paperwork. The call that the customer makes to tell us about their damage is itself converted to a claim form, and the claim is quickly registered. And when it comes to damages, they can be assessed via our tech-enabled processes, wherein a customer can simply upload pictures or a video of their damaged car instead of waiting for a manual surveyor; a surveyor is typically used only in cases of excessive damage, theft or other situations that require further investigation. It is essentially processes like these that turn people’s doubts into delight.What differentiates Digit Insurance from its competitors and what are the strategies it employs to offer an enhanced customer experience establishing stronger relationships with the customers? What is the overall brand vision and mission of Digit Insurance?An insurance can truly differentiate itself based on the customer experience only. Having said that, the customer experience itself is based on the entire value chain. Right from policy buying smoothness, product benefits that are made for actually claiming, simply explained, simple buying process, simple issuance, endorsement (changes) process, and then of course the moment of truth, that is, claims! All these parts must be excelled.So, a Digit customer is offered products with real, differentiated benefits like no cap on room rent in case of hospitalization, 75-minute flight delay in case their domestic flight is delayed, as you-drive car insurance add-on that gives lower premium to people who drive less, and many such other benefits which people can benefit from. From a process POV, everything is digital, no waiting for a physical surveyor to come for a car inspection in case of a break-in policy (lapsed policy) or even a claim.Claims are processed with the uploading of videos of the vehicle, that’s it.This kind of turnaround time makes the experience delightful for people. There is no IVR, no physical proofs required (online copies do), and even behind the walls, at Digit’s end processes are AI & ML enabled, making some time-taking tasks quicker which further improves the timeline for the customer. Making insurance simple is our brand mission and vision. Our company values are, ‘questioning the status quo’ and ‘being transparent’ and these are reflected in our products and processes.What is the marketing/ media mix strategy of Digit Insurance and how has its TG evolved over the years?Digit insurance largely focusses on digital media, including live cricketing events and recently on select OTTs on the entertainment genre as well.On how our TG has evolved over the years, earlier we would focus primarily on top metro cities. However, now we have also started looking into smaller markets along as well.What are your observations on the current trends, challenges, opportunities, and threats in the two-wheeler insurance industry in India?Two-wheeler insurance is a huge segment for us. India has one of the highest number of two-wheelers in the world and 75% of Indians still travel via two-wheelers today. The segment has seen a pivot in recent years with electric two-wheeler vehicles entering the market. 55% of the EVs sold today are in the two-wheeler segment. While it is a huge opportunity, from an insurance point of view, they also come with their own set of underwriting challenges. It is an evolving segment and risks about EVs compared to an ICE vehicle will get better over time with more data and allow insurers to underwrite the risk better. However, insurance penetration is still low in India. 57% of the vehicles plying on Indian roads don't even have third-party insurance despite it being compulsory. This is a big gap that needs to be filled both through awareness and regulatory interventions. As this mandate picks up, insurance companies will see more growth from this segment.What was the reason for the collaboration with Virat Kohli as the brand ambassador for the campaign and which creative agency has conceptualized it? What was the creative brief given to them?Digit Insurance’s collaboration with Virat Kohli goes beyond this specific campaign. He has been our brand ambassador and investor for the last 4 years. In a category where trust is paramount, Virat Kohli adds a significant layer of credibility to the brand. His appeal transcends age groups, resonating with both children and adults alike. As the face of Digit, Virat embodies qualities that align with our brand’s personality: he’s cool, calm, fun, and relaxed, especially when he’s also seen dancing and having fun on the field – much like Digit, which, despite being in a serious industry maintains a light and approachable demeanor.For this campaign, Digit Insurance partnered with Supari Studios, part of Kulfi Collective, for both the creative strategy and production. The creative brief we provided focused on the idea that people generally perceive insurance, and especially the insurance claim experience, as complex. When they encounter a simple, smooth, and customer-oriented claims process, they are often surprised. Digit consistently creates this surprise with its innovative products and tech-driven simplicity, such as our video upload process for claims.Digit Insurance wanted to own the narrative of transforming doubt into delight within the insurance space, using surrealism as a creative device. Additionally, we infused real claim insights into the campaign stories, like the unexpectedly common occurrences of coconut damage to cars and monkey-related damage to two-wheelers.Could you throw light on the increasing importance of OTT for ad campaigns and the innovative marketing strategies used by Digit Insurance in the past few years?Over the years, Digit Insurance has largely focused our media on topical, cricketing events when it came to OTT as a medium. This was both because it tied in well with our target audience and our brand ambassador, Virat Kohli. However, we are now additionally exploring OTT platforms beyond just cricket, including entertainment too, and focussing on an “always on” strategy versus topicality.With a substantial user base of ~500 million, OTT platforms in India have become incredibly popular because they offer the flexibility to watch content whenever it's convenient. This relaxed viewing environment means people are less distracted, making it easier for us as a brand to leave a lasting impression on our target audience. Moreover, OTT platforms give us precise targeting based on demographics, geography, and behaviour, and most importantly give us efficient tools to measure campaign effectiveness through brand lift studies.
