Zuno General Insurance has unveiled a new nationwide mass media campaign titled ‘Good Drivers Choose Zuno’, aimed at promoting its flagship product, Zuno SmartDrive. The campaign introduces a differentiated view of car insurance by highlighting rewards for responsible driving, positioning the brand for India’s next-generation, digitally native motorists.
Zuno SmartDrive is positioned as India’s first telematics-based, app-led car insurance programme that offers tangible incentives for safe driving. These include weekly and monthly gift vouchers and discounts on renewal premiums. The campaign seeks to address a category traditionally viewed as functional by reframing insurance as responsive, transparent, and engaging.
The creative execution features three digital films that place viewers in unexpected scenarios. These include aliens relaxing in a living room, a seatbelt-aware ghost and a confused genie attempting to be helpful. The narrative contrasts surreal imagery with the idea that being rewarded by an insurer for good driving feels almost unbelievable. The films underline the message that when insurance recognises responsible behaviour, everything else feels normal.
At the core of the campaign is a straightforward consumer insight: good driving is a daily act of responsibility and should be acknowledged. Building on this, Zuno has expanded access to its Zuno Driving Quotient challenge beyond existing customers. As part of a five-day free trial, non-Zuno users can download the Zuno app, complete a five-day driving assessment and receive a personalised driving score at no cost.
The Zuno Driving Quotient score enables users to unlock additional discounts on car insurance and earn gift vouchers. This initiative positions Zuno as the first insurer in India to introduce a large-scale, app-based, pre-purchase driving assessment that offers measurable financial benefits. Participants also receive trip-level insights to help improve driving behaviour, along with a certified safe driver score.
Commenting on the campaign, Ketan Mankikar, head of marketing and PR, Zuno General Insurance, said, “Zuno SmartDrive is an extraordinary proposition. It rewards people for something as everyday yet meaningful as driving responsibly. And when the product itself breaks the category mould, the campaign must be equally disruptive. With ‘Good Drivers Choose Zuno,’ we wanted a clutter-breaking narrative that captures the delightful disbelief people feel when their car insurance rewards them for their safe and responsible driving.”
The campaign has been developed by Hashtag Orange. Gaurang Menon, regional and creative head west, Hashtag Orange, said, “We’ve been doing some truly creative and strategic work with Zuno over the years. This campaign flips typical category tropes and allowed us to build characters as unexpected as aliens, a ghost and a genie. The work reflects a shared belief in bold ideas.”
The 360° campaign will run for two to three months starting December ’25. It follows a digital-first approach, supported by ATL and BTL activations across priority markets. Digital outreach includes the Google ecosystem, programmatic display, and social platforms such as Instagram, Facebook, LinkedIn, Twitter and YouTube. Additional amplification comes through OTT integrations, premium publishers, influencer collaborations, meme marketing and content-led platforms.
Offline support includes radio, outdoor, transit media and cinema. Together, the media mix is designed to drive awareness, encourage participation in the five-day SmartDrive challenge, support app adoption and sustain long-term engagement.
