Summary
Drive Like A Lady started as a story-telling cause marketing campaign for the brand, but has now evolved into an initiative that brings an actual change in people's lives.
Challenge
To foster independence and economic empowerement among women by getting them to drive and making the roads safer. The campaign aimed to enable women to independently manage their commuting needs and unlock potential career opportunities in fields requiring driving skills.
Objective
Women have traditionally been stereotyped as poor drivers. Kotak General Insurance data shows that while male and female drivers have the same number of claims, female drivers typically have fewer severe accidents. So, Kotak General Insurance, decided to break the stereotype by celebrating women drivers.
Strategy
Drive Like A Lady' is an annual Kotak General Insurance initiative.The campaign was launched through a series of films highlighting unconventional women drivers like female bus driver, cab driver, etc. To celebrate women drivers, we featured real-life stories of women who took the wheel against all odds. Even stories of women who found their independence, and escaped abusive households, by getting behind the wheel were covered. The campaign was then taken on-ground through placards and cab stickers. To amplify the reach of the campaign, Kotak General Insurance collaborated with Azad Foundation to teach women from disadvantaged backgrounds to drive and pave the way towards employment. They even created an industry-first product for women drivers by offering motor insurance at preferential prices.
Data
Drive Like A Lady is Kotak General Insurance's annual campaign that is more than a campaign. It started as a story-telling cause marketing campaign for the brand, but has now evolved into an initiative that brings an actual change in people's lives. It has even led to the creative of a new insurance cover benefiting women drivers.
Solution
Results
The campaign has been a huge success with every major publication talking about it and has received numerous prestigious industry awards. The campaign received love and appreciation from all with 12% increase in policies issued for women, 10 million+ video views, and Rs. 3 million+ earned media.
