The ‘Car­ing’ Pol­icy

A closer look at ve­hi­cle in­sur­ance brand CocoRide’s maiden dig­i­tal film.

The Brand Reporter - - FRONT PAGE - By Su­nit Roy su­nit.roy@afaqs.com

A look at the in­sur­ance brand’s maiden dig­i­tal film.

With in­sur­ance be­com­ing an in­stru­ment for ‘plan­ning the fu­ture’, com­mu­ni­ca­tion has al­most be­come re­stricted to the man/fa­ther as the power-cen­tre where fi­nan­cial plan­ning de­ci­sions are made. Chal­leng­ing this stereo­type, COCO by DHFL Gen­eral In­sur­ance has launched its first dig­i­tal-only cam­paign - #CareMoreHaveMore - for its re­tail two-wheeler pol­icy COCORide.

Con­cep­tu­alised by Hyper­Col­lec­tive and di­rected by Pu­nar­vasu Naik, the film show­cases the need for mo­tor in­sur­ance. The first leg of the #CareMoreHaveMore cam­paign speaks to two-wheeler own­ers, and how in­sur­ing a ve­hi­cle can pro­vide long-term ben­e­fits.

The over two-minute-long brand film fo­cuses on two key as­pects - em­pow­er­ing women, and the pro­tec­tion of one’s loved ones and prized pos­ses­sions. More im­por­tantly, it breaks gen­der stereo­types. The video shows a daugh­ter ask­ing her fa­ther for the keys to his bike. Although her fa­ther re­fuses she none­the­less en­joys rid­ing it in se­cret (or so she thinks), un­til it is hit ac­ci­den­tally by a ve­hi­cle when parked on the street.

The fa­ther sim­ply uses the in­sur­ance provider’s app to call for as­sis­tance and get the bike fixed. He then lets her ride it with the un­der­stand­ing that it will be­come her re­spon­si­bil­ity to look af­ter it if she’s go­ing to use it.

Speak­ing about the sto­ry­line, KV Srid­har, aka Pops - CCO and chair­man, Hyper­Col­lec­tive, says, “It’s quite a cliché that a girl is al­ways as­so­ci­ated with a bike while a guy is al­ways re­ferred to with a bike. How­ever, in In­dia there are many women bik­ers; many even go­ing on cross-coun­try rides.”

DHFL Gen­eral In­sur­ance started its op­er­a­tions in Novem­ber 2017 and has al­ready launched seven prod­ucts prior to COCORide. It has been able to write a Gross Writ­ten Pre­mium (GWP) of `141.1 crore in its first five months (fi­nan­cial year 2017-18).

WOMEN IN THE LEAD

Vi­jay Sinha - MD and CEO, DHFL Gen­eral In­sur­ance, says, “In 2005-06, when the last NFHS (Na­tional Fam­ily Health Sur­vey) sur­vey was con­ducted, 43 per cent of mar­ried women be­tween 15 and 49 years, had re­ported work­ing in the past 12 months. This pro­por­tion has de­clined to 31 per cent in the lat­est sur­vey (2015-16). COCO aims to high­light is­sues that need a voice and to­day, it is women’s em­pow­er­ment.”

The brand is aim­ing to more than triple its debut year’s per­for­mance by achiev­ing a GWP up­wards of `500 crore in 2018-19 - a sec­tion of which will come from the twowheeler mar­ket.

THE CAR­ING FAC­TOR

Ask Sinha about COCO’s mar­ket and he rat­tles off the names with­out paus­ing, “Mum­bai, Hy­der­abad, Ban­ga­lore, and Delhi along with cities such as Pune, Chandi­garh and Ahmed­abad see the most traf­fic and con­ver­sions for us through our on­line channels, so far. There is traf­fic build­ing from cities like Luc­know, In­dore, Bhubaneswar, Siliguri, Soni­pat, and Patna.”

Says Pops, “An in­sur­ance prod­uct has to take care of the pol­i­cy­holder’s needs, else it won’t be sold. So, the car­ing as­pect is what we have ex­plored.” The cam­paign does not aim at tar­get­ing new bike own­ers but ex­ist­ing own­ers with three­four-year-old bikes. “The logic is sim­ple - the pre­mium is smaller for two-wheel­ers and hence, the ef­fort,” ex­plains Sinha. With 70 per cent of the mar­ket open (Sinha es­ti­mates that 70 per cent of bike own­ers do not re­new the in­sur­ance), the brand strat­egy is to tap re­newals. But why is the brand­ing el­e­ment vis­i­ble only to­wards the end of the ad?

“We did not want to ap­pear show­cas­ing a dire sit­u­a­tion, which is of­ten when a per­son thinks of in­sur­ance. There­fore, the brand­ing is at the end, to in­form the viewer that this is our mes­sage,” ex­plains Sinha.

Speak­ing about the chal­lenges that come with cre­at­ing a dig­i­tal cam­paign for a bike in­sur­ance cat­e­gory, Pops says, “For any new brand, the most im­por­tant thing is to reach the right au­di­ence and cre­ate affin­ity. Since, it’s a mo­bile-first dig­i­tal brand, to es­tab­lish it dig­i­tally, with­out us­ing tra­di­tional me­dia such as print or TV, is dif­fi­cult.”

WELL EX­E­CUTED?

Priti J Nair, co-founder and di­rec­tor, Curry Na­tion, opines that the brand has made the point won­der­fully. She says, “What most long-for­mat dig­i­tal in­dul­gence of­ten misses is the role of the brand. This one does not do that. The bike get­ting to­tally wrecked and com­ing back look­ing ‘chakachak’ un­der­lines a re­ally strong brand role. It will get peo­ple to at least check out CocoRide.” Ramya Nagesh, na­tional plan­ning di­rec­tor, The Glitch, says, “The ad may make it more likely for a con­sumer to con­sider this brand.” She, how­ever, main­tains, “Break­ing gen­der stereo­types is be­com­ing more com­mon - the con­tent would have to have a cer­tain nu­ance in or­der to stand out from the other brands in the space.” ■

“The logic is sim­ple - the pre­mium is smaller for two-wheel­ers and hence, the ef­fort.”

VI­JAY SINHA

The cam­paign aims at tar­get­ing ex­ist­ing bike own­ers with three-four-year-old bikes.

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