Go Digit Life Insurance Limited (Digit Life Insurance) has taken a good step into the life insurance sector by appointing Indian cricket icon Virat Kohli as its brand ambassador. Known for his strong association with Go Digit General Insurance, Kohli now also extends his role to represent the brand’s life insurance segment. This announcement comes with the launch of the “That’s It” campaign, which is aimed at showcasing Digit Life Insurance’s simplified and tech-enabled offerings in India.
The first ad from this campaign takes an engaging and light-hearted approach, featuring Kohli in a playful role. The scene is set in a children’s salon, where Kohli, playing the fun-loving uncle, or “chachu,” waits while his niece gets a haircut. The ad takes a humorous turn when a parent asks Kohli where he bought his life insurance. The scene freezes in slow motion as Kohli is about to break into his signature animated persona. His niece intervenes with a knowing smile, trying to stop him from overreacting, but Kohli’s playful side prevails. He breaks into the famous shoulder step from the viral “Do the Digit Digit” musical ad he did two years ago for Digit General Insurance.
As the music plays, the entire salon turns into a groovy dance floor, with everyone joining Kohli in the fun, performing the “Do the Digit” dance. This light-hearted moment leads to the big reveal—Digit Life Insurance is now a reality, and the ad transitions to focus on Digit’s new offerings in the life insurance sector. The campaign’s core message is clear: life insurance doesn’t have to be complicated, and with Digit Life Insurance, it’s simple and straightforward.
Speaking about the new campaign, Virat Kohli shared his excitement: “Digit General Insurance has always been about simplifying insurance for Indians, and I’m thrilled that Digit is now bringing this approach to life insurance. I’m proud to be part of this journey as the brand ambassador and eager to see how Digit Life Insurance will transform the life insurance space in India.”
The “That’s It” campaign takes a fresh perspective on life insurance by focusing on celebration rather than fear. Rather than dwelling on the absence of a loved one, the ad emphasizes the joy and security of protecting them with life insurance. According to a marketing spokesperson for Digit Life Insurance, “Through the ‘That’s It!’ campaign, we wanted to shift the narrative around life insurance. It’s about celebrating life and the peace of mind that comes from protecting those you love. We aim to make Digit the default choice for life insurance, and this campaign communicates that with clarity and joy.”
The campaign will be widely distributed across digital channels, including YouTube, Meta, and social media platforms, with targeted ads on OTT platforms to create curiosity and buzz about Digit Life Insurance’s offerings. The digital-first approach aligns with Digit’s tech-driven philosophy, making life insurance accessible and easy to understand for modern consumers.
With Kohli as the face of this new venture, Digit Life Insurance aims to redefine how Indians approach life insurance, offering products that are as straightforward as their campaign message: “That’s It.”