New TVC from Coverfox aims at two-wheeler owners procrastinating to get renewed insurance

Online insurance portal Coverfox launched a TVC to sensitise bike owners about timely renewal of insurance. The objective of the campaign is to convey that insurance can be bought through Coverfox’s portal in flat 4 minutes with almost no paperwork and is targeted at two-wheeler owners specifically. The commercial is a satirical take on the perils of avoiding or procrastinating renew of one’s vehicle insurance that too on time.

Although vehicle insurance is mandatory in India, most of the two-wheeler owners ply on roads with lapsed insurance or no insurance, putting them at risk. According to Coverfox, two-wheelers constitute a formidable 70% of all vehicles in the country.

“If the users can recognise that bike insurance can be purchased instantly, there would be less number of lapsed policy cases or procrastination. The campaign video tries to bring alive this process of ease, simplicity and speed,” said Jaimit Doshi, the Chief Marketing Officer of Coverfox.com.

The campaigns have been conceptualised and executed by BBH India. Russell Barrett, Managing Partner and Chief Creative Officer at BBH India said, “This film builds on the premise that getting insured through Coverfox is actually ‘faster than disaster.”

Adding to which, BBH India’s Managing Director, Arvind Krishnan says, “One of our key competitors in this category is consumer apathy. People just don’t care enough, even though it is legally a requirement. We had to create work that demands attention, and importantly rewards attention.”