Campaign details
Brand: Coverfox.comBrand owner: Glitterbug Technologies Pvt. Ltd.Lead agency: BBH IndiaContributing agencies: Starcom, 80-dBCountry: IndiaIndustries: InsuranceMedia channels: Games & competitions, Online display, Online video, Radio, Social media, TelevisionBudget: 1 - 3 million
Executive summary
The insurance category in India was defined by significant competition – with more than 55 brands in the market – and a perception of being old-fashioned and burdened, with communication that was dark, serious and fear-inducing. Simply put, the category had alienated young Indians.
Coverfox.com, however, was a new-age insurance...