PhonePe paints truck tailgates with witty idioms

Aims to promote its two and four-wheeler insurance products through this traditional format

Mar 10, 2022 08:13:00 AM | Article | Campaign India Team

PhonePe has rolled out a marketing campaign through truck art. 
With this campaign, the brand aims to promote its two and four-wheeler insurance products. 
The marketing communication is executed with catchy phrases, which are usually seen on the back of trucks.
The fleet of trucks with PhonePe’s art messages will be seen on highways in Maharashtra, covering Pune, Nashik and Mumbai. The campaign was conceptualised by the brand’s in-house team and executed by Active Media Innovations. 
Ramesh Srinivasan, director brand marketing, PhonePe, said, “We were surprised to stumble upon an interesting insight. In the decades gone by, trucks often used to have images of demons to ward off evil. We spoke to a few veteran truck drivers and truck art experts who said that drivers used to believe that these images of demons protect them from untoward incidents on the road. When insurance for trucks wasn’t well understood or adopted, this provided mental assurance and insurance of sorts to drivers."
Srinivasan added, “We believe that trucks are a great medium to educate consumers about the importance of two and four-wheeler insurance as the use for insurance is felt the most when one is driving on the road. We believe that this campaign will be very contextual and seamlessly extend itself on the back of these trucks which can be easily noticed by drivers of two and four-wheelers. This also helps in the message manifesting at the point of truth - highways and the roads.”