Mumbai, 22 August 2024: Zuno General Insurance, a new-age digital insurer, has unveiled its latest marketing campaign for the launch of its innovative Zuno Switch Motor Pay How You Drive Add-on (PHYD), designed to reward safe driving habits with exclusive discounts on car insurance renewal premiums.
This unique offering tracks your driving score through the Zuno app, ensuring that responsible drivers are recognized and rewarded. The Zuno app utilizes mobile sensor-based telematics to evaluate driving behaviour and assign a unique Driving Score, steering in a new era of road safety.
To create a buzz around this offering, Zuno introduced the mysterious character “Vivaan,” a fictional figure who became the talk of the town. The campaign cleverly teased Vivaan’s presence across targeted cities through multiple media platforms, from billboards and bus shelters to radio broadcasts, with cryptic messages and quotes about life, driving and happiness. This quickly captured the public’s imagination, sparking curiosity and conversation.
Vivaan became a conversation on prominent radio channels too where their famous RJs mentioned about Vivaan which added more curiosity amongst the audience during the teaser phase.
Digital and Social Media Impact
The buzz generated on the traditional media seamlessly spilled over into the digital side.
Social media further fuelled the excitement as memes and influencers joined the search for Vivaan, speculating on his identity and significance. Vivaan became a trending topic, with Gen Z driving the conversation online. Memes speculating “Who is Vivaan?” spread like wildfire across social media platforms, creating a viral sensation.
The campaign reached its crescendo with the release of a captivating digital film that unveiled the truth behind Vivaan, finally revealing his identity. The film, narrated Vivaan’s story, debunking the myths and urging audiences to embrace his ethos: safe and responsible driving. Vivaan represented the OG driver – cool, safe and responsible and thus celebrated for these exceptional driving skills. The film skilfully showcased how Vivaan represents the ideal driver—someone who embodies safe driving practices.
The film’s messaging was clear: if you are driving safe, you are Vivaan and with Zuno’s innovative Pay How Your Drive add-on cover you will enjoy discounts on your car insurance renewal premium.
As anticipation reached its peak, the grand reveal of “The OG Vivaan” was also orchestrated by Red FM’s RJ Malishka and her Co-RJs on air, creating a defining moment in the campaign.
This reveal was immediately followed by a coordinated media where Outdoor, Metro, and Transit Media across all cities prominently displayed Vivaan’s identity as safe driver, setting him as a driving icon and it was clearly communicated Well Done Vivaan since he was safe driver and earned up to 30% discounts on his car insurance renewal premium with Zuno.
Through this innovative motor add-on cover, Zuno is not only advocating for road safety but also creating tangible rewards for those who practice it. By driving safely and embracing Vivaan’s ethos, drivers can benefit from discounts on their insurance renewal premiums. In essence, the campaign encourages a win-win scenario: drive well, and you’ll pay less.
Shanai Ghosh, MD & CEO of Zuno General Insurance said, “We are thrilled to launch the ‘Well-Done Vivaan’ campaign, which brings our Pay How You Drive (PHYD) add-on to life in an engaging and relatable way. PHYD has been conceptualised to incentivize good driving behaviour and empower customers to pay lesser premium based on how well they drive. Through Vivaan, we’re not just introducing a new campaign—we’re promoting the importance of safer driving and rewarding those who make responsible choices on the road. This campaign embodies our commitment to innovation, transparency, and a more personalized approach to insurance. We believe Vivaan will inspire drivers to embrace a safer, smarter way to drive.”
Media Assets used in the campaign.
The Comprehensive 360 marketing campaign will span over 2-3 months starting August ’24 showcasing a mix of digital-first communication supported by ATL media like radio, outdoors and transit media & BTL avenues in the priority markets.
The campaign will be anchored around the digital film that is conceptualised and produced by the agency Hashtag Orange.
The digital outreach will find its footprints on google platforms, display ads, social media platforms like Instagram, Facebook, LinkedIn, Twitter, and YouTube, OTT and a few direct publishers; leveraging it through influencer, meme marketing and other content marketing platforms.
Ketan Mankikar, Head & VP Marketing at Zuno General Insurance, added, “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.”
Zuno General Insurance is eager to see how the ‘Well-Done Vivaan’ campaign inspires a new generation of safe drivers and encourages them to take advantage of the Zuno Switch Motor Pay How You Drive Add-on (PHYD) making Indian roads safer.
