Fulcro Consulting and Kotak General Insurance urge you to #DriveLikeALady

Campaign highlights facts about how women are safer drivers

e4m by exchange4media Staff
Updated: Mar 8, 2019 7:20 PM

Among a slew of Women’s Day ads where brands try to tell the most heart-warming stories, Kotak General Insurance strives to stand out by staying away from fiction and showing facts.

In their recent women’s day campaign, conceptualized in association with Fulcro Consulting, Mumbai, the brand talks about how women are safer drivers on the road. The campaign was launched with a video which urges people to #DriveLikeALady.

Talking about this collaboration with Kotak, Sabyasachi Mitter, Founder and Managing Director, Fulcro, says, “When Pulak Sarmah, Head, Marketing at Kotak General Insurance reached out to us with this powerful insight, there was excitement among our team from the word go. The best part about the #DriveLikeALady campaign is that it is based on hard facts. Women are safer behind the wheel and no one knows it better than an auto insurance provider. This is truly an inspirational campaign that seeks to celebrate safe driving that women embody, as well as walk the talk by offering special premium rates for women policy holders. Kotak has always been a frontrunner in bringing innovative ideas to life and we have partnered with them in the past as well and we are proud to do so again.”

Mahesh Balasubramanian, CEO & MD, Kotak General Insurance, said, “Our claims experience with female policyholders have been extremely positive. This signifies women drivers being safer and more mindful of the road & safety rules. It got us thinking and formed the genesis of the campaign. The team at Fulcro helped us bring the story to life by engaging with real life women who have broken traditional stereotype, when it comes to driving.” 

An attempt to change the way people look at women drivers, the launch video features Delhi’s first female luxury chauffeur, the first female DTC driver and Delhi’s first female driving instructor, who tell how they make sure that they drive safe.

Apart from this film, the campaign also makes use of the social platforms as a means for instant online delivery of auto insurance through their Tweet A Policy activity. Kotak General Insurance aims to take the hassle out of the insurance buying process by letting people buy a policy with just a tweet. New as well as existing policyholders may buy their insurance policies via Twitter by submitting their insurance policy copy through DMs and by receiving an instant quote from the company.

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