Mumbai: Digit Life Insurance has just announced the appointment of cricket superstar Virat Kohli as its brand ambassador, extending the popular ‘That’s It!’ campaign to include life insurance. As one of India’s fastest-growing digital life insurers, Digit aims to revolutionise the life insurance landscape with simplified, tech-enabled offerings. Kohli, who also serves as the brand ambassador for Go Digit General Insurance and is an investor in the general insurance company, takes the lead in the new campaign that has already made waves online.
The first ad has attracted 20.7 million views on Instagram and 0.61 million views on X (formerly Twitter), building on Go Digit’s established brand recognition to introduce Digit Group’s expansion into life insurance. After receiving an IRDAI license to operate in June 2023, Digit Life Insurance became the 26th life insurer in India, and it currently offers six active products. Since its inception, the company has achieved over Rs 1,000 crore in total net premiums, experiencing a significant 519 per cent year-on-year growth (unaudited) as of September 2024.
The ad kicks off in a children’s salon, where Virat Kohli, playing the role of a chachu (uncle), is waiting for his niece, played by Mishka Gambhir, to finish her haircut. When a curious parent inquires about where he purchased his life insurance, the atmosphere shifts as his niece humorously tries to stop Virat from responding in his characteristic style. With a cheeky smile, Virat launches into the iconic "Do the Digit Digit" dance, a throwback to his previous campaign for Digit General Insurance. The upbeat energy spreads throughout the salon as everyone joins in on the dance, and Virat reveals how life insurance now means Digit Life Insurance.
The campaign’s primary objective is to introduce consumers to Digit Life Insurance, communicating the company's entry into the life insurance market with a clear and celebratory tone. Utilising the catchy ‘Do the Digit Digit’ soundtrack, the ad aims to establish brand familiarity and trust, while presenting Digit Life Insurance as the default choice for protecting one’s loved ones.
Digit Life Insurance, brand ambassador, Kohli commented, “Digit General Insurance since inception has been focused on simplifying general insurance for Indians. I am genuinely happy to see that Digit Group is now extending this new-age wave to life insurance as well. I am eager to see how Digit Life Insurance will transform this landscape for Indians and am thrilled to be part of this journey as the brand ambassador.”
Digit Life Insurance, marketing spokesperson elaborated, "Through the "That's It!" campaign, we wanted to transform the way we communicate the happiness of buying life insurance in one's life. Rather than focusing on the aspect of what happens when someone is not in your life, we wanted to showcase the celebration of life that takes place when someone protects their loved ones through life insurance. Digit aims to be the default choice for life insurance for customers and "That's It!" showcases that obvious choice that Virat Kohli is communicating through the first ad campaign.”
