National: Zuno General Insurance, a modern digital insurer dedicated to simplifying insurance with a friendly and transparent approach, has unveiled its latest mass media campaign, ‘Good Drivers Choose Zuno.’ This campaign aims to showcase its flagship offering, Zuno SmartDrive—India’s pioneering telematics-based, app-driven car insurance program that rewards safe driving with real, ongoing benefits, including weekly and monthly gift vouchers and discounts on renewal premiums. In a landscape influenced by the widespread presence of AI, ongoing content production, and diminishing attention spans, Zuno aims to transform engagement by turning conventional insurance stories on their head.
The campaign features three digital films that immerse audiences in a variety of surprising and playful situations—ranging from aliens lounging on a living room sofa, to a ghost carefully buckling up, to a genie trying to lend a hand. Each film emphasizes the core message: nothing is as remarkable as car insurance that truly rewards safe driving. When insurance is this intuitive and rewarding, everything else seems perfectly ordinary. At its essence, the campaign is grounded in a fundamental human insight: responsible driving is a daily practice that truly deserves genuine appreciation.
To broaden the reach of usage-based insurance, Zuno has introduced the Zuno Driving Quotient (ZDQ) Challenge, its premier initiative now accessible to non-Zuno users. Participants can take advantage of a five-day free trial, allowing them to download the Zuno app, complete a driving assessment, and receive a personalized driving score without any fees. This score opens the door to additional discounts on car insurance and gift vouchers, positioning Zuno as the first insurer in India to provide a large-scale, app-based, pre-purchase driving test that offers tangible financial rewards. Participants can earn weekly and monthly fuel or shopping vouchers, benefit from renewal premium discounts, and receive certified safe-driver scores—complete with bragging rights. Additionally, they gain trip-by-trip insights that help enhance their driving behavior.
Ketan Mankikar, Head of Marketing & PR, Zuno General Insurance, said: “Zuno SmartDrive is an extraordinary proposition. It rewards people for something as everyday yet meaningful as driving responsibly. And when the product itself breaks the category mould, the campaign must be equally disruptive. With ‘Good Drivers Choose Zuno,’ we wanted a clutter-breaking narrative that captures the delightful disbelief people feel when their car insurance rewards their safe and responsible driving. It is bold, playful and reflects our core promise at Zuno: making insurance easy, breezy and surely rewarding.”
Gaurang Menon, Regional & Creative Head West, Hashtag Orange, added: “We’ve been doing some truly creative and strategic work with Zuno over the years, and this time we collectively ensured that a standout product like Zuno SmartDrive gets the communication it deserves. It’s rare to work on a campaign that flips typical category tropes on their head. Bringing this idea to life—with aliens, a ghost and even a genie—was a blast. Creative work of this nature is only possible when a brand team backs bold thinking. Our thanks to Ketan and the entire Zuno team for taking this vision all the way.”
The 360° marketing campaign is set to launch for 2–3 months beginning in December 2025. It will be based on a digital-first strategy and enhanced through high-impact Above The Line (ATL) and Below The Line (BTL) channels in key markets. Digital outreach encompasses the entire Google suite, programmatic display networks, and top social media platforms including Instagram, Facebook, LinkedIn, Twitter, and YouTube. The campaign is further enriched through OTT integrations, partnerships with premium publishers, influencer collaborations, meme marketing, and various content-driven alliances designed to engage audiences in a more organic manner. To enhance widespread recognition, the digital strategy is complemented by radio, outdoor advertising, transit media, and cinema, ensuring a consistent presence across various consumer touchpoints. The combined media mix guarantees consistent reach, robust engagement, and unified storytelling throughout the entire consumer journey—ranging from awareness and participation in the 5-Day SmartDrive Challenge to app adoption and ongoing program involvement.