Royal Sundaram launches #BreakingNews digital campaign, Featuring popular movie star Jiiva
Royal Sundaram launches #BreakingNews digital campaign,
Featuring popular movie star Jiiva
Designed to garner attention of cricket fans around #IndianPremierLeague
(IPL 2021) on Disney Hotstar
Chennai, April 12th 2021: Royal Sundaram
General Insurance Co. Limited, India’s first
private sector general insurance company,
today announced the launch of its
#BreakingNews campaign - #ClickTickDone.
The campaign features popular Southern star
Jiiva and will be rolled out throughout the 14th
edition of Indian Premier League on Disney
Hotstar. The ad campaign comprises of five 15
second videos and will be offered in five Indian
languages (English, Hindi, Tamil, Telugu and
Kannada). The digital ads will be aired from 9
April 2021 till 30th May 2021.
Commenting on the campaign, MS Sreedhar, Managing Director, Royal Sundaram General
Insurance Co. Ltd., said, “IPL is amongst the most viewed events in the country. This is a good
opportunity to educate people on the benefits of buying a Royal Sundaram insurance product. We
want to demystify the terms used in insurance and make the benefits easy to understand. We
therefore decided to create shorter and to the point videos, in an easy to engage creative format of
breaking news. Our video ad campaign is in four regional languages-Hindi, Tamil, Telugu and
Kannada along with English. The videos will appear on Hotstar during the IPL 2021 season.
Vaasu Gavarasana, Chief Digital Officer, Royal Sundaram General Insurance Co. Ltd., said,
“We want to highlight the ease of interacting with Royal Sundaram, so we created a tagline
#ClickTickDone to bring this to life. To build long term brand recall, we also created a sound logo
that we are launching in this campaign. To carry our creative concept of breaking news, we needed
a trusted known face with a connection to cricket. With a role in upcoming cricket movie 83, Jiiva
was a natural choice. He is a popular and versatile actor with an endearing personality.”.
The campaign comprises of five films - each 15 seconds long; and each highlighting a short and
easy to remember USPs like, “No paperwork for car insurance claims” and “Budget health insurance
at Rs. 7/- per day”, among others. Actor Jiiva, plays the news anchor for Insurance News 24X7 and
delivers easy to grab messaging - thereby making it easier for audiences to grasp a clutter free
Highlighting his experience of associating with the #BreakingNews campaign, Jiiva, Actor, said,
“Royal Sundaram is a reputed and trustworthy insurance brand. I loved the idea, scripts and had a
great time working with Pradeap and team to bring the theme alive. I wish the Royal Sundaram team
success with #ClickTickDone”.
The campaign has been co-created by the internal marketing team at Royal Sundaram and The
Planning Room. The videos are directed by Pradeap Krishnan. The campaign will primarily air on
Disney Hotstar, but would also be amplified across all digital and online platforms.
About Royal Sundaram General Insurance Co. Limited
Royal Sundaram General Insurance Co. Limited is the first private sector general insurance company in India to be licensed
in October 2000 by the Insurance Regulatory and Development Authority of India. The company was initially promoted as
a joint venture by Sundaram Finance, one of the most respected non-banking financial institutions (NBFCs) in India and
other Indian Shareholders.
In February 2019, Ageas Insurance International N.V. acquired 40% equity stake in Royal Sundaram from the existing
Indian Shareholders after necessary Regulatory approvals. Consequent to this divestment, the stake of Sundaram Finance
in our company is currently at 50%, Ageas Insurance holds 40% and the other Indian shareholders hold the remaining
Royal Sundaram has been providing innovative general insurance solutions to individuals, families and businesses directly
as well as through its intermediaries and affinity partners. The company offers Motor, Health, Personal Accident, Home
and Travel Insurance to individual customers and offers specialized insurance products in fire, marine, engineering, liability
and business interruption risks to commercial customers. Royal Sundaram also offers specially designed products to the
small and medium enterprises and rural customers as well. The company is a pioneer in bancassurance in India, having
long-standing tie-ups with reputed banks and NBFCs.
Royal Sundaram has over 2,000 employees with 156 branches across India and its products are distributed through
various channels - agents, distribution partners, affinity partners, brokers and online.