Go Digit-Life Insurance Limited (Digit-Life Insurance) has appointed Virat Kohli as its brand ambassador. The “That’s It” campaign brings attention to life insurance, with Kohli informing how Digit-Life Insurance provides straightforward, easy-to-understand, and technology-enabled services in India. Virat Kohli also holds a stake as an investor in the general insurance company.

The first advertisement takes place in a children’s salon, where Virat Kohli, plays the role of a chachu, waiting for his niece to finish her haircut. A parent enquires where Virat has bought his life insurance, causing the scene to slow dramatically as his niece attempts to stop him from slipping into his usual animated persona. Virat responds with a grin, transitioning into the iconic shoulder step from the viral “Do the Digit Digit” song, which he performed for Digit General Insurance two years ago.

The atmosphere shifts into a lively scene, with everyone in the salon joining Virat in the “Do the Digit” dance. He then reveals that life insurance now means Digit-Life Insurance, denoting Digit’s expansion into the life insurance space. The campaign assures Indians that they can now depend on simple, user-friendly products for their life insurance needs.

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Commenting on the campaign, Virat Kohli, brand ambassador for Digit-Life Insurance, shared, “Digit General Insurance since inception has been focused on simplifying general insurance for Indians. I am genuinely happy to see that Digit Group is now extending this new-age wave to life insurance as well.”

The launch campaign will be promoted across digital platforms, including YouTube, Meta, and other social media channels, along with targeted advertising on OTT platforms.