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Reliance General Insurance relives childhood cricket memories in new spot

The #CoveredHai campaign by Agency09 reinforces the brand’s mission to satisfy the need of insurance cover in crucial times

Click on the Image to watch the TVC.

Reliance General Insurance Company Limited (RGI) has rolled out its digital marketing campaign #CoveredHai, taking consumers along on a nostalgic experience with a brand video that integrates insurance expectations with the unforgettable memories of childhood cricket situations.

The campaign connects with consumers emotionally by conveying the message that unforeseen situations like losing the only ball, bad weather, or even parents ending a child’s game, etc., may be unforeseen and not covered but the broken windshield of our vehicle certainly is. #CoveredHai reinforces the brands mission to satisfy your need of insurance cover in crucial times.

Created in collaboration with Agency09, the video campaign is live across digital media, including social media platforms. The campaign directly reached out to ICC Cricket World Cup 2019’s digital viewers via OTT platform Hotstar.

Rakesh Jain, CEO, Reliance General Insurance, said, “Cricket happens to be India’s most loved and celebrated sport and #CoveredHai connects with fans across the country to strengthen our existing relationship as well as build new ones.”

Gautam Anand, Orchestrator of Content at Agency09, mentioned, “Indians have a nostalgic bond with cricket. We thought of giving insurance a different take with this insight.”

Reliance General Insurance, a subsidiary of Reliance Capital, offers a comprehensive bouquet of products including motor insurance, health insurance, travel insurance, and home insurance, and offers customised solutions to meet the protection needs of each customer. Reliance General Insurance has a wide network of more than 20,000 intermediaries across 130 branch offices across India for offering its products and services to retail, corporates and SME clients.

The Film:


Client: Reliance General Insurance Company Limited

CEO, Reliance General Insurance: Rakesh Jain

Agency: Agency09

Orchestrator of Content at Agency09: Gautam Anand


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