PhonePe has launched a campaign to highlight the benefits of motor insurance renewals on its platform. Conceptualised by The Script Room, the two films feature actors Alia Bhatt and Aamir Khan, who use the humour route to showcase how unnecessarily persuasive insurance callers can be.
The first film shows Bhatt getting a sales call. She takes the call and flips the coin by asking the salesperson the questions that she generally gets asked. The salesperson gets annoyed and hangs up, while she and her friend make a joke out of it.
The other film showcases Khan playing with a kid. When he gets a call, he sarcastically asks the sales guy if they have an insurance policy for his child’s alien toy as well. Hearing that, the child, who’s wearing a dinosaur t shirt, asks Khan to ask for dinosaur insurance too.
Ramesh Srinivasan, director of brand marketing, PhonePe, said, “Based on our recent consumer research, we have been able to identify some of the current challenges in the insurance industry. The results highlight a general discontent from a consumer point of view for unwanted sales calls or unnecessary add-ons. We have built our latest motor insurance campaign sharply on these consumer insights to invest in our audience’s needs. At PhonePe, we have eliminated the problem of consumers facing unsolicited sales calls, thereby keeping up the product promise of ‘tension-free insurance’ on the platform. We have also continued with our brand approach of driving localised connect with our audiences with not one but two separate campaigns for the north and south Indian markets with a full 360 media mix.”
The brand has also rolled out other films for the South market, featuring actor Dulquer Salmaan.