Turtlemint onboards MS Dhoni as brand ambassador; launches '#ActiveHoJao' campaign

InsurTech platform Turtlemint has announced the onboarding of India’s former cricket team Captain Mahendra Singh Dhoni as its brand ambassador. The brand has also launched its new ‘Active Ho Jao’ campaign.

Through the 360-degree campaign ‘#ActiveHoJao’ Turtlemint aims at sensitising passive consumers about the importance of insurance and converting them into active ones.

Dhirendra Mahyavanshi, Co-founder Turtlemint, said, “Millions look up to Dhoni to seek inspiration for a fit and active lifestyle. Hence, we are delighted to partner with him on our mission towards making insurance awareness an integral part of an active lifestyle. Active doing isn’t only about purchasing insurance; it is as much about staying aware of one’s evolving insurance needs and upgrading one’s covers from time-to-time, based on life stage requirements. We are hopeful that through this association, we will be able to appeal to consumers across the country to be insurance-active.”

Turtlemint’s research has shown the difficulties consumers face while buying an insurance product, leading to under-insurance (or no insurance at all) in dealing adequately with the financial risks of accident, critical illness or death. Often the need for ‘right advisory’ is much bigger than the need for product choice.

Turtlemint brings the power of expert local advisors empowered with the best insurance technology to get consumers to “be and stay active” in insurance in an effortless manner.

Anand Prabhudesai, Co-founder, Turtlemint, said, “This is our first foray into an integrated brand campaign. We have curated a wide mix of media like television, print, OOH and digital to take our unique message and story to India. It's a story of how technology is not just pushing insurance penetration but also enabling lakhs of insurance entrepreneurs in the smallest towns and cities of India to do more. We are sure that Dhoni’s far-reaching connect will go a long way in getting our story heard, and building support for our mission.”

S Subramanyeswar, CSO Mullen Lowe Group, said, “We believed, right from the beginning, that Turtlemint was a brand with a purpose and its unique business model could solve a much bigger problem for people, with respect to the insurance and investments sector. When it came to this business, Indians in general, are more passive thinkers than active doers. Most of them have a very transactional relationship with insurance and investments. With a unique phygital model that combined the experience of advisors with the power of technology, Turtlemint brought in a friendly, sustained expertise, not just when you are buying the product/service but post that too. This led us to excavate a larger brand stand/purpose for the brand expressed as ‘To create a culture of Active Financial Doing’ in India.  This particular campaign is one of the many manifestations through which the purpose will be brought alive."

Dhoni added, “A sudden health emergency in a family can create financial problems. With proper guidance from trusted experts, insurance is a must to cover maximum risks. Turtlemint makes this process easier by enabling advisors with an app, ensuring that every person is given the best insurance advice. I am excited to be a part of Turtlemint’s vision of getting maximum people in our country, properly insured.”

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