Viral Kohli turns into bobblehead in Digit Insurance’s ‘Drive Less, Pay Less’ campaign

Digit Insurance, a leading Indian insurance company, has launched its Pay As You Drive (PAYD) brand campaign, titled ‘Pay Less, Drive Less’, ahead of the Asia Cup 2023. Their brand ambassador since February 2020, Virat Kohli, took center stage in their new campaign.

Kohli appears in a bobblehead form for the ad campaign and celebrates by dancing to the ‘Do the Digit-Digit’ anthem on the car dashboard, unable to keep calm. The answer to that becomes clear with by the presence of the PAYD add-on that offers discounts up to 85% on the own damage part of the premium to customers who drive less than 10,000 km/year. In short: Digit customers will be able to pay less car insurance premium if they drive less.

The vibrant 45-second ad showcases different segments of people the PAYD account will be the most relevant for. This ranges from an employee who works from home to a retired elderly man who doesn’t take his car out every day, and also depicts people living in urban cities who use public transport and taxis to travel to work.

Tanya Marwah, head – Marketing and Corporate Communications, Digit General Insurance, commented on the newly-launched campaign: “The discount offered under PAYD add-on is relevant to rather a large part of the Indian population, especially as many people living in cities don’t drive excessively and use the public transport or cab services despite having cars at home. But since people hardly track their daily commute or look at their odometers regularly, they don’t realise how less they drive in a year. These add-ons are for such people, who honestly shouldn’t be paying as high as people who drive a lot. And at Digit, we have made sure that the process to get this discount is super simple as it is not based on future driving behaviour, or telematics or app to track the driving, but just the average kilometres driven per year since you had the car, which can easily be seen in the odometer reading.”

Digit Insurance launched the PAYD add-on in July 2022, shortly after IRDAI’s announcement that allowed general insurance companies to offer PAYD add-on cover to customers.