CAMSRep is one of India's leading repositories servicing over 40 insurance companies. Regulated and governed by IRDAI (Insurance Regulatory and Development Authority), it is the largest e-insurance provider with over 2 Million registered users.
We were tasked to increase awareness and educate the importance of E-Insurance to consumers holding insurance policies. We had to come up with concepts and campaigns that would make the insured public register for E-Insurance on the repository and convert their paper documents to a digital form.
Policy Genie was completely conceptualised and executed by our team. The idea was to use the character "Genie" and how he communicates on social handles to stress the importance of E-Insurance. This was done through social posts, blogs and click ads by using various scenarios in a common man's life which needs a safety net like insurance to secure the health, safety and well-being of family members.
We came up with campaigns on social platforms centering around the product "Policy Genie" and how to make the term "E-Insurance" more interesting for the consumer so that it adds a sense of urgency and makes them register for an account.
We reached out through various social media like Instagram, Facebook, Twitter, LinkedIn and Google Ads to educate how policyholders can leverage policy servicing portal of CAMSRep as an IR to manage servicing requirements of all their policies in one place.
Interactions and visitations on the website have shown an uptick after undertaking digital campaigns on Google Ads and social channels to explain the advantages and benefits of e-Insurance. The website was used by 1.2 million policyholders between Jan 2019 - Jan 2021 to view and manage their policy documents.
Nearly 4,00,000 users have accessed CAMSRep digital platform since COVID lockdown, with an average of 50,000 users utilizing CAMSRep website every month from Aug 2020 to Jan 2021.
CAMS Insurance Repository policy service has increased 750% since COVID lockdown with 50,000 policyholders updating contact, address information affecting more than 1.5 lakh policies across multiple insurers.
We were able to generate close to 600 leads as compared to 150 leads when the insurance repository first signed up in 2019 - 5x significant increase. We were also able to reduce the Cost per Lead of the product from INR 95 to INR 8-16 - 5x significant decrease.