Online insurance portal Coverfox kicks off its first pan India brand campaign with two television ads. The two TVCs are for its car insurance and health insurance offerings and have been conceptualised by its creative agency Bartle
Bogle Hegarty (BBH).
Coverfox was launched last year with the aim to bring transparency, simplicity and ease to the process of buying insurance in India. Users can compare and choose from a range of insurance plans across insurance companies, understand key features and buy policies instantly.
The company is challenging the status quo of the industry and their brand vision
aims to change the perception of insurance and the language of the industry’s advertising currently. Brand CoverFox talks to young Indians who are increasingly facing up to risk as a necessity for growth and are beginning to see the value of insurance in managing their risk quotient
Watch the TVC:
In the first TVC, two travelling friends land up in a jungle full of trades-people who invite them for dinner. After having been asked to eat a huge cooked piranha-like fish, one of the tribesmen falls sick. The two friends quickly log onto the Coverfox app, purchase health insurance with just a few taps on their phones, and then eat the giant fish.
Watch the TVC:
The second TVC follows the story of the same friends who after a night of festivities doze off. When they wake up, one of them finds that he has married the tribeswoman after being inebriated the night before. The two friends quickly decide to escape in their car when they realise they may not have car insurance. They log onto the Coverfox app, purchase car insurance on their phones. The tribeswoman wakes up to find her groom missing, and the entire tribe chases after the two friends as they drive away.
Talking about the campaign, Varun Dua, the CEO of Coverfox.com said, “People find the insurance buying process tedious, boring and at most times, intimidating. Insurance advertising typically sways between being fear inducing or extremely emotional. That doesn’t help in allaying this perception either. Through Coverfox we want to change the conversation. Insurance is a practical investment that helps you outfox risk and have confidence in taking meaningful chances in life. ”
Russell Barrett, Managing Partner and Chief Creative Officer at BBH India added, “The brand task that Coverfox has set for itself is extremely interesting albeit challenging. We are happy to partner with them and bring to fruition their vision. It’s heartening to work with a company that imbibes its own brand proposition of celebrating risk and is willing to experiment and innovate in a category that has traditionally been seen as dry and boring. ”
The first leg of the campaign will be strong on TV and digital front. The media AoR is Starcom MediaVest Group. The company plans to spend Rs 45-50 crore on marketing this year.
Agency : BBH
Creative Director : Russell Barrett, Kunal Sawant
Art : Kunal Sawant
Copy : Yohan Daver
Production : Khvafar Vakharia
Production house : Dancing Shiva Films
Director : Nishant Gangadharan