To promote its telematic service, DriveSmart, Bajaj Allianz General Insurance has rolled out a digital campaign encouraging safe driving.

The campaign rolls out in three spots, which are conceptualised and executed by WATConsult, and highlights quintessential things a car owner should know about his car. It showcases signs and signals cars give before breaking down or losing its value and how the car owners should try to catch these signals. The spot aims to portray that car and the car owner are in a relationship, with the car playing different characters like of a wife, son and brother.  

Sourabh Chatterjee, president, head of technology, digital marketing and sales, Bajaj Allianz General Insurance, said: “DriveSmart is a service through which we offer our customers extra value, in terms of being able to track and monitor their vehicle statistics and health. The service has many features that will benefit our customers, geo-fencing, notifications and alerts on driving habits being some of them.'

"In order to increase the awareness about this unique feature, which we have pioneered in the Insurance sector, we were looking at a style of communication that was unique – which we achieved through the novel premise of a ‘car relationship therapy’ session. We also roped in an influencer to give the communication added credibility and eyeballs.”

Rajiv Dingra, founder and chief executive officer, WATConsult, said: “Insurance sector is one sector where communication gets awkward. Our main aim was to put forward the features in a way which does not get boring and monotonous, therefore we created videos with a quirky touch.”