Campaign India Team
Feb 07, 2022

MS Dhoni bats for an active insurance plan with Turtlemint

Watch the film conceptualised by Lowe Lintas here

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."
 
 
Source:
Campaign India

Related Articles

Just Published

1 day ago

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

1 day ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

1 day ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

1 day ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.