Indian insurance brand Turtlemint teamed up with cricketing super star MS Dhoni to promote a new ‘active health insurance plan’ through a campaign conceptualised by agency Lowe Lintas.
Turtlemint announced the appointment of Mahendra Singh Dhoni as its new brand ambassador in late January immediately ahead of launching a February campaign starring the former Indian cricket captain called #ActiveHoJaao.
The humour-led creative aims to persuade viewers of the importance of the company’s new active insurance plan which emphases that healthy lifestyles which include healthy eating, and exercise complemented by a good health insurance policy.
The campaign opened with teaser content across the brand’s social channels before the 6 February roll out of the hero ‘‘Turtlemint – Health Insurance ke liye #ActiveHoJaao featuring MS Dhoni’ TV spot backed by further social support as well as print and OOH executions.
“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,” explained Turtlemint Co-Founder Dhirendra Mahyavanshi. “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.”
Turtlemint, Co-Founder Anand Prabhudesai added: “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.”
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