Kotak Mahindra General Insurance launches social campaign #DriveLikeALady

Conceptualized and executed by Fulcro, the campaign showcases contemporary women, who continue to challenge existing, deep-rooted societal biases against women by driving through them

e4m by exchange4media Staff
Updated: Mar 9, 2019 11:07 AM
Drive Like A Lady

Kotak Mahindra General Insurance Company Limited (Kotak General Insurance) has launched its social campaign, #DriveLikeALady, to celebrate International Women’s Week. As per its own experience, the company observed a difference between the driving habits of its male and female policyholders.

Kotak General Insurance found that female drivers are much safer and have lower claim experience vis-à-vis their male counterparts.

Speaking on the occasion, Mahesh Balasubramanian, MD & CEO, Kotak General Insurance, said, “Women tend to be more caring, patient, poised and calmer than men. This also reflects in their driving behavior. Therefore, if men were to imbibe this positive attitude, our roads will be a lot safer. This thought formed the genesis of Kotak General Insurance’s #DriveLikeALady campaign. In addition to this, our claims data clearly identifies women drivers as being safer and more mindful of the road and safety rules. It is visibly reflected in the marked difference in claims filed by male and female policyholders. #DriveLikeALady campaign is our tribute to contemporary Indian women who are driving a discernible change in road safety while fighting deep rooted societal biases.”

Commenting on the campaign, Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “#DriveLikeALady 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.”

The campaign #DriveLikeALady is Kotak General Insurance’s dedicated online campaign launched to celebrate International Women’s Week. Conceptualized and executed by Fulcro, a leading digital agency based out of Mumbai, the campaign showcases contemporary women, who continue to challenge existing, deep-rooted societal biases against women by driving through them. Stories of real-life influencers like Vankadarath Saritha, India’s first woman DTC Driver, Shanno Begum, New Delhi’s first woman driving instructor and Sarita Dixit, Delhi’s first Luxury car chauffer to be showcased in inspirational videos.

#DriveLikeALady

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