COCO by DHFL general insurance takes on gender stereotypes
MUMBAI: COCO by DHFL General Insurance has launched its first digital-only campaign #CareMoreHaveMore for its retail two-wheeler policy – COCORide, a unique comprehensive insurance policy offering a bouquet of options and additional covers that can be customised to suit one’s exact needs.
The digital campaign focuses on two key aspects – women empowerment and protection for one’s loved ones and prized possessions.
COCO by DHFL General Insurance embraces the thought that a bit of extra care today goes a long way in ensuring a more prosperous future. Showcasing the need for motor insurance, the first leg of the #CareMoreHaveMore campaign speaks to two-wheeler owners, revealing how insuring one’s two-wheeler vehicle today can provide long term benefits. The digital campaign provides a reflection of a daughter’s readiness to take on the world on her own as she has learned an invaluable lesson – “to care more is to have more.”
Through this campaign, COCO by DHFL General Insurance wants to celebrate women empowerment through a heartwarming coming of age story that lets us break stereotypes not explored before. A daughter confidently asking her father for the keys of his bike and then enjoying her secretive sojourn with it at night and early morning, before finally being entrusted with it—with the key message that caring more gives you more of the things that matter. Through this story, the brand aims to empower individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things.
DHFL general insurance MD and CEO Vijay Sinha says, "Brand COCO by DHFL General Insurance is built on the tenet of empowering individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things. A little care now, a lot more gain in the future. Utilising this one insight - the brand film for COCORide plays on two angles simultaneously. One is the more obvious one that is shown through the dynamics between the father and his daughter that caring for your bike also means readily being able to bank on your insurer. The second is more subtle and nuanced, which is of the father letting the daughter chart her own path in life without spoon-feeding her. This gives her a sense of achievement that is beyond him--but individually her own. In the end, when she's handed the bike - it actually is a metaphor that she is now ready to take on the world because she has learnt the best lesson - to care more is to have more.”
The #CareMoreHaveMore campaign has been conceptualised by advertising agency Hypercollective.
On the creation of campaign, Hypercollective CCO and chairman KV Sridhar aka Pops adds, “As an organisation, we’ve always believed that brands that live by a purpose are the brands that can truly thrive. Add cultural truths to this mix and you have a campaign that can break through the clutter and touch your audience. After all, we’re in the business of human to human connection. Through this campaign, we’re not just breaking the stereotype that biking is a men’s game, but also extending the human value of care by exploring the relationship of a daughter and her father.”
The brand film is directed by Punarvasu Naik whose recent success has been India’s biggest blockbuster Dangal as associate director.