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PhonePe pilots truck art campaign to build awareness on motor insurance products

 With this campaign, PhonePe is promoting its two and four-wheeler insurance products through catchy phrases on art canvases put up on truck tailgates.


PhonePe, India’s digital payments platform has piloted a truck art campaign with a fleet of trucks on highways in Maharashtra, covering Pune, Nashik & Mumbai. With this campaign, PhonePe is promoting its two and four-wheeler insurance products, through catchy phrases on art canvases put up on truck tailgates. With this campaign, the company aims to engage with the target audience on highways in the A&B categories as per the New Consumer Classification System (NCCS), who are in the age group of 22-40 years.

Truck art, often known as Phool Patti in Hindi and Urdu, has traditionally been a popular art form in India and other parts of South Asia. The trucks are lovingly decorated by their drivers, who spend their days and nights driving them through the length and breadth of the country. Decked in vibrant colors and bells, inscribed with romantic and often quirky couplets and even images of celebrities and famous personalities, each truck tells a unique tale. Trucks in India often have a beautiful display of interesting slogans, decorative articles and countless convoluted symbols. They are also a melting pot of the influences of different cultures, usually with a melange of color schemes, fonts, and symbols on display.

Interestingly, PhonePe discovered something unique that triggered the idea of promoting insurance products behind trucks. “We were surprised to stumble upon an interesting insight. In the decades gone by, trucks often used to have images of demons to ward off evil. We spoke to a few veteran truck drivers & truck art experts who said that drivers used to believe that these images of demons protect them from untoward incidents on the road. When insurance for trucks wasn’t well understood or adopted, this provided mental assurance and 'insurance' of sorts to drivers!", says Ramesh Srinivasan, Director Brand Marketing, PhonePe...... ..... .....


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