Bengaluru, April 21, 2023: Josh, India’s fastest-growing and most engaged short video app, has collaborated with Tata AIG, one of India’s leading insurance providers, to launch the #TrustedNaamFantasticKaam campaign, which aims to promote financial literacy among young adults and empower them to be proactively involved in financial matters. The campaign focuses on raising awareness of car insurance and the ease of availing car insurance policies from Tata AIG.

As insurance matters can be daunting for youngsters due to the technicalities involved, Josh and Tata AIG launched an engaging and relatable campaign that addressed this issue while highlighting the ease with which one can avail car insurance policies from Tata AIG. The #TrustedNaamFantasticKaam campaign transcended geographical boundaries and was launched in seven different local languages, such as Bengali, Hindi, Kannada, Telugu, among others, to connect and engage with youth across India.

The #TrustedNaamFantasticKaam campaign was conceptualised in the form of a hashtag challenge. The campaign was launched in two different formats. The first format consisted of a skit-based challenge which was led by 22 of Josh’s top creators such as Noorin Sha, Vinay Kanth and Sabby Khan. The skits highlight the importance of insuring one’s car especially in cases of accidents and damages. The second format comprised of a hookstep-based hashtag challenge in which users performed the hookstep to the tune of a customised soundboard that highlighted the ease with which users can avail car insurances and claim settlements with Tata AIG. The resulting content was engaging and entertaining, effectively conveying the importance of having car insurance.

“Brands are increasingly recognising the potential of short-video in engaging audiences effectively . As Tata AIG aimed at connecting with the youth of India, the wide reach of Josh presented the perfect opportunity for us to collaborate and launch the highly engaging #TrustedNaamFantasticKaam campaign. By combining entertainment and education, #TrustedNaamFantasticKaam campaign created a unique and engaging brand experience for our users while also promoting an important message,” said Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation

The campaign was a massive success, garnering 246.4 million video views and 18.5 million hearts.