End prejudice against women drivers, says Kotak General Insurance campaign

In March 2019, Kotak General Insurance had launched #DriveLikeALady campaign which, according to the company, was based on their insurance claim experience and the marked difference they noted between the driving habits of male and female policyholders.

The company said they leveraged this data to talk about contemporary Indian women who are driving a discernible positive change in road safety while fighting deep rooted societal biases.

The new campaign builds on #DriveLikeLady campaign, which went on to earn multiple accolades in national as well as international forums.

Mahesh Balasubramanian, MD & CEO, Kotak General Insurance, said, “We stand committed to our resolve of fighting prejudice faced by women drivers. To drive home the core message of our campaign, we ran a unique social experiment by doing a live poll thereby leveraging the engaging formats social media platforms have to offer. The responses from the poll feed into our main story, which is reflective of what people think.”

The data driven campaign has been conceptualized and executed by Fulcro, a Mumbai based digital agency.

Kotak General Insurance, a 100 per cent subsidiary of Kotak Mahindra Bank Ltd,  said they are offering special premium rates for their female policyholders as part of their private car insurance offering.