Go Digit General Insurance, one of India’s fastest growing general insurance companies, today announced the launch of its new brand campaign “Do the Digit Digit”. The film shows the insurer’s brand ambassador, Virat Kohli, gleefully grooving to an all-new anthem which addresses how 3 crore* Indians have placed their trust in Digit to insure their health, motor, travel, and property among others. Through its partner and direct distribution channels, the company has till date served 99.56% of India’s total postal codes and the campaign is a celebration of this feat.
Set in the hustle and bustle of Indian cities, Digit’s new anthem shows the company’s scale and presence across geographies and demographics. From autorickshaw drivers and travelers to patients and new mothers, Kohli is seen doing the signature step with people from different states and cultures. The jingle highlights Digit’s lines of business and the ease that comes with buying insurance from the company, given how it has leveraged technology to scale and streamline its business operations.
Since its inception in 2017, Digit has focused on simplifying insurance to help more Indians understand the importance of having adequate financial cushion. The film shows people and elements gradually turning into the colour Amber, representing Digit’s presence along the length and breadth of the country.
Ms. Tanya Marwah, Vice President, and Head – Brand Marketing, Digit Insurance said, “Over the last 4.5 years, we have stuck to our mission of making insurance simple and accessible. Our customer base today is a testament to our efforts and the new brand campaign is a celebration of this milestone. The collective trust of our customers and partners has helped Digit scale in a way that the company is now present across most geographies and what better way to commemorate this than a catchy new anthem and hook step by everyone’s favourite, Virat Kohli.”
Digit clocked in INR 5,268 crore in yearly revenue in FY21-22, making the insurer one of the fastest private general insurers to achieve this milestone. Led by its motor, property and health lines of business, the company reported a growth of 62% in FY21-22, while the overall industry growth stood at 10.9%.
Commenting on the new campaign, Kohli said, “Just like in cricket, insurance companies, too, must evolve with the changing times to bring forward their A-game. You have to be disruptive in a way that brings real change and makes sense to people. Digitizing insurance was much needed, and I am glad Digit has been able to achieve this successfully. It’s truly a masterstroke! Working with the Digit team is always fun and this time around, we have a new hook step which represents dusting away one’s worries to stay positive and happy. And this is exactly what insurance is all about. I can’t wait for more Indians to jump on to the bandwagon and Do the Digit!”