Turtlemint has announced the appointment of Mahendra Singh Dhoni as its brand ambassador and rolled out a campaign featuring him.
The campaign aims to sensitise the importance of insurance for consumers and showcases the same by taking the humour route.
Dhirendra Mahyavanshi, co-founder, Turtlemint, said, "Millions look up to Dhoni to seek inspiration for a fit and active lifestyle. Hence, we are delighted to partner with him on our mission towards making insurance awareness an integral part of an active lifestyle. Active doing isn’t only about purchasing insurance; it is as much about staying aware of one’s evolving insurance needs and upgrading one’s covers from time-to-time, based on life stage requirements. We are hopeful that through this association, we will be able to appeal to consumers across the country to be insurance-active.”
Anand Prabhudesai, co-founder, Turtlemint, said, “This is our first foray into an integrated brand campaign. We have curated a wide mix of media like television, print, OOH and digital to take our unique message and story to India. It's a story of how technology is not just pushing insurance penetration but also enabling lacs of insurance entrepreneurs in the smallest towns and cities of India to do more. We are sure that Dhoni’s far-reaching connect will go a long way in getting our story heard, and building support for our mission.”
S Subramanyeswar, CSO, Mullen Lowe Group, said, “We believed, right from the beginning, that Turtlemint was a brand with a purpose and its unique business model could solve a much bigger problem for people, with respect to the insurance and investments sector. When it came to this business, Indians in general, are more passive thinkers than active doers. Most of them have a very transactional relationship with insurance and investments. With a unique phygital model that combined the experience of advisors with the power of technology, Turtlemint brought in a friendly, sustained expertise, not just when you are buying the product/service but post that too. This led us to excavate a larger brand stand/purpose for the brand expressed as ‘To create a culture of Active Financial Doing’ in India. This particular campaign is one of the many manifestations through which the purpose will be brought alive."