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Reliance General Insurance wishes to be car owners’ ‘Friend in Need’



Reliance General Insurance has launched a digital campaign called #CarKaYaar, reinforcing its brand positioning as the ‘Friend in Need’ for car insurance customers.

The campaign consists of a series of six animated ad films created by a t o m network. With a humourous undertone, the ad films establish the fact that Reliance General Insurance Company Ltd. (RGICL) will always take care of the customer and their car even under the strangest and most extraordinary circumstances. The animation uses BroBot, RGICL’s amiable brand face as a rescuer of people in most bizarre car-accidents highlighting that RGICL covers everything.

Explaining the thought behind the campaign, Anand Singhi, Chief Distribution Officer, Reliance General Insurance, said “Classically the insurance sector has been filled with serious narratives depicting care, security, and various other emotional spiels. With the #CarKaYaar campaign, we have tried to break free the monotony and communicate our message in a fresh way with a bit of humor and quirkiness.”

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