Defying the category to build a brand.
Challenge
DHFL General Insurance was gearing up for the launch of its digital platform “COCO”. The challenge before us was to create a brand from scratch and handle the launch of the product line up one-by-one.
Insight
When you care for something, it tends to last longer.
Idea
We created the platform “Care More, Have More” to drive home the point of caring for what you value for it to deliver more value. For storytelling, we decided to explore the relationships core to Indian household with the spirit of caring.
Execution
We started with the launch of COCORide - the brand’s two-wheeler insurance product. In truly integrated fashion, we created brand films, Print, OOH, Social Media, and Influencer-led content for the launch. We also defied the wisdom of “research & data” that 80% of Indian two-wheeler owners were male by crafting the campaign around female protagonists. The results were staggering with the film crossing 22 Mil organic views and a 60x spike in lead generation.
Brand
COCO by DHFL General Insurance
Campaign
The Biker Girl
Agency
HyperCollective
Role
Creative Director & Writer
Awards
Best Campaign (Jury's Choice)\ StreamCon Asia
Best Campaign \ Drivers of Digital Summit
Gold \ Melt Awards
Campaign of The Week \ AdAge