PhonePe, the digital payments platform, has rolled out a campaign #RideTensionFree featuring actors Aamir Khan and Alia Bhatt to highlight its two-wheeler insurance offerings.
In addition to Khan and Bhatt, the brand has appointed Dulquer Salmaan and Samantha Prabhu as its brand ambassadors for the Southern markets.
The campaign has been conceptualised by Tilt Brand Solutions and consists of a series of films that aim to drive category creation and consideration for bike insurance renewals on the PhonePe platform. The films, through a comedic act highlight the relationship between bikers and traffic cops across India, with the backdrop of popular songs acting as a commentary on the interactions between them.
The first film features Khan getting caught by traffic cops for making a wrong turn. Khan pleads for forgiveness but doesn’t get any. The cop asks Khan if he has any bike insurance, to which Khan responds he doesn’t. The cop then introduces him to PhonePe’s bike insurance scheme.
The second film features Bhatt getting caught by a traffic cop. When asked if she has bike insurance, Bhatt hands the cop a lollypop. The traffic cop understanding that she doesn’t have insurance, introduces her to PhonePe’s insurance offerings for two-wheelers.
The third rolled out in Telgu features Prabhu getting acquainted with the insurance scheme, and the fourth film rolled out in Malayalam features Salmaan introduced to the insurance scheme.
Ramesh Srinivasan, director, brand marketing, PhonePe, said, “In the last six months, we have marketed our insurance products by redefining insurance storytelling and taking a light-hearted approach to pitching functional products to consumers. Extending the pitch of ‘no tension insurance on PhonePe’, we have now launched a campaign focused on two-wheeler insurance. While bike insurance is mandatory by law, many times bike owners tend to overlook this requirement. This campaign aims to change this current customer behaviour and encourage them to ride lawfully and without tension. We also continue to invest in our audience’s needs and instead of having one campaign for all markets, we have crafted separate campaigns - for north and south markets with a full 360 media mix. This is with a larger goal to drive consideration for Bike insurance renewals on the PhonePe platform.”
The campaign is rolled out on TV, OTT, digital, print and social media platforms and will be active till July 2022.