Liberty General Insurance (LGI) has introduced a new brand film to coincide with India’s 78th Independence Day.
The film focuses on the importance of roadside assistance for car owners, using a light-hearted narrative to highlight the benefits of the service.
The film portrays a family on a picnic, encountering a series of car issues during their journey. These challenges, ranging from flat tires to unexpected breakdowns, are quickly resolved through LGI’s roadside assistance.
The campaign aims to bring attention to the often-overlooked importance of this service in ensuring a smooth driving experience.
Parag Ved, CEO and whole time director at Liberty General Insurance, said the Independence Day film celebrates not only the company’s services but also the freedom that comes with knowing LGI got its customers’ back.
“At Liberty General Insurance, we believe that true freedom comes with the peace of mind that you’re covered, no matter what happens on the road,” he said.
Using humour as a key element, the film aligns with LGI’s ongoing efforts to communicate its commitment to reliability and customer satisfaction. The creative approach aims to leave a lasting impression on viewers, emphasising the importance of being prepared for unexpected events on the road.
“We’ve used humour and creativity to demonstrate our commitment to being a dependable partner for car owners, ensuring they can enjoy life’s moments without worry,” Ved said.
The launch of this film is part of LGI’s broader strategy to reinforce the value of comprehensive car insurance. By focusing on everyday scenarios that drivers might face, the company aims to enhance awareness of its roadside assistance services.
The release of LGI’s roadside assistance film comes on the heels of the company’s “Girls Breaking Free” video campaign, released in honour of International Women’s Day in March.
This campaign, produced in collaboration with Water Communications, seeks to challenge traditional views on women’s independence, promoting a message of empowerment and autonomy.
Ved stated that the campaign’s purpose is to contribute to broader conversations around creating an environment where success is determined by talent and ambition, rather than gender.
“More than just altering perceptions, through this video, we aim to contribute to a broader dialogue about gender equality, the dismantling of traditional gender roles, and the importance of creating a society where everyone, regardless of gender, has the opportunity to thrive based on their talents and aspirations,” he said.
