Reliance General Insurance digital campaign targets Cricket lovers with nostalgia on Hotstar


In the ICC Cricket World Cup 2019 season, a new campaign from Reliance General Insurance, integrating insurance expectations with the unforgettable memories of childhood cricket situations, has begun targeting Cricket lovers with sweet nostalgia. #CoveredHai, in collaboration with AGENCY09, is streaming on India’s #1 digital content platform Hotstar.

The campaign connects with consumers emotionally by using cricket lovers’ nostalgic memories of situations like losing the only ball, bad weather, or even the extreme act of parents ending a child’s game, etcetera, to communicate the relevance and cover of an insurance provider.

The video campaign is live across digital media including social media platforms, and is directly reaching out to ICC Cricket World Cup 2019’s digital viewers via Hotstar.

Rakesh Jain, CEO, Reliance General Insurance, says,“Cricket happens to be India’s most loved and celebrated sport and #CoveredHai connects with fans across the country during this season to strengthen our existing relationship as well as build new ones.”

Gautam Anand, Orchestrator of Content at AGENCY09, says, “Indians have a nostalgic bond with cricket. We thought of giving insurance a different take with this Insight.”

Your thoughts, please