PhonePe launches a new brand campaign on motor insurance renewals


PhonePe Private Limited is India’s leading e-commerce payment platform. In December 2015, the digital wallet company was founded. This platform provides services in over 11 regional Indian languages. You can use the app to book cabs, and hotel services, order food online, pay for Redbus tickets and also pay for flight tickets as a user.

PhonePe has announced the launch of its integrated multimedia brand campaign focused on tension motor insurance renewals. This pan-India campaign will be launched in stages, with a total of eight ad films. It highlights real, everyday issues that consumers face when faced with sales pitches that have now turned into an unpleasant purchasing experience. The ad raises awareness about the benefits of renewing vehicle insurance on PhonePe without tension.

This campaign, which focuses on category creation and driving consideration for motor insurance renewals on the PhonePe platform, inspires consumers to question how they are usually offered bike and motor insurance. It uses creatives specially crafted for Hindi-speaking audiences in the northern markets, featuring Aamir Khan and Alia Bhatt, while Dulquer Salmaan stars in the southern markets of Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, and Telangana.

The light hearted series of films highlights how, with PhonePe, consumers are not forced to accept annoying sales calls, unnecessary add-ons, or other limited options. On the platform, both bike and car insurance products have a wide range of options that allow customers to choose the best price. It also enables potential consumers to select any add-ons rather than making them the defaults. Once completed, the insurance is automatically renewed, does not require an in-person inspection, and is reasonably priced. This conscious brand stance simplifies, helps ease, and tension-free the purchasing experience while also identifying PhonePe in this sector.

“Based on our recent consumer research, we were able to identify some of the current challenges in the insurance market,” stated Ramesh Srinivasan, Director of Brand Marketing at PhonePe, about the launch of this new brand campaign. The results indicate a general consumer dissatisfaction with unwanted sales calls or unnecessary add-ons. To invest in our audience’s requirements, we created our most recent motor insurance campaign around these consumer insights. At PhonePe, we have addressed the issue of consumers receiving unsolicited sales calls, allowing us to uphold the platform’s product promise of ‘Tension-free Insurance.’

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