Reliance General Insurance's #CarKaYaar campaign reinforces its 'Friend in Need' brand proposition

Reliance General Insurance (RGICL) has launched #CarKaYaar digital campaign on all platforms to reinforce its brand positioning as the 'Friend in Need' for car insurance customers.

Created by atom network, the campaign highlights through an animated series of six films that 'RGICL will always take care of you and your car, no matter what happens'.

Using RGICL's brand face BroBot in extraordinary situations, the campaign employs a humorous storytelling approach to communicate its message.

Anand Singhi, Chief Distribution Officer, Reliance General Insurance, said, "Classically the insurance sector has been filled with serious narratives depicting care, security, and various other emotional spiels. With the #CarKaYaar campaign, we have tried to break free of the monotony and communicate our message in a fresh way with a bit of humour and quirkiness."

"The insurance industry has evolved a great deal in the past few years, bringing in changes in customers' insurance requirements. RGICL always strives to meet customers' evolving needs with innovative product offerings such as redesigned add-ons and industry-first features. Add-ons are critical components in car insurance policies that offer additional protection. People can choose the right add-on products based on their coverage requirements. However, there is a lack of awareness. With this campaign, we have tried to raise the awareness about car insurance add-ons and how they can offer financial protection against various types of car damages," he added.

Yash Kulshretsha (CCO) and Ananda Sen (NCD), atom, said, "The motor insurance journey is filled with doubts and scepticism of customers. The fear of not having something covered in an accident is more significant than the accident itself. We set out to highlight that with a series of films under 'No matter what happens to your car, you can always rely on your #CarKaYaar.”

The film:  

Credits

RGI marketing Team: Surabhi Kanjilal, Rahul Sharma, Shilpa Bopanna

Chief Creative Officer: Yash Kulshrestha

NCD and VP: Ananda Sen

Group Creative Head: Ravi S, Pratik Chavan

Creative Team: Prasad Patil, Rajat Patekar

Strategy Lead: Ruma Singhal

Account Team: Ruhee Chamadia, Abhirath Shetty, Goonj Sardana

Production House: Rocket Science Animations

Producer: Gautam Singh

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