Turtlemint appoints MS Dhoni as brand ambassador, releases ad campaign #ActiveHoJao

Turtlemint has already gathered 34 lakh customers across 45+ insurers in its short history.

Turtlemint, an insurance platform, has appointed the former Indian skipper, Mahendra Singh Dhoni as its brand ambassador. The insurance platform has also launched a 360-degree campaign called #ActiveHoJao, to educate consumers about the value of insurance and convert them into active customers.

Turtlemint has already gathered 34 lakh customers across 45+ insurers in its short history, thanks to its user-friendly technology and 1.4 lakh+ insurance advisors.

The platform has launched a new ad campaign featuring the Chennai Super Kings captain titled ‘health ke sath, ab health insurance mein bhi #ActiveHoJaao‘ (Along with health, now be active for health insurance as well).

The ad film emphasises the importance of health and how it should not be ignored. It conveys the message that they should protect themselves and their loved ones by purchasing an insurance policy.

In the first scene, Dhoni says, ‘health ke liye hum kya kuch nahi karte’ (what we don’t do for our good health), referring to everything from choosing the healthiest and safest active cooking oil to working out, drinking healthy fruit juice, and eating healthy meals. However, in addition to taking care of your health, you should also have health insurance.

He goes on to say, ‘health ke sath ab health insurance ke liye bhi active hona,’ and to that end, he recommends Turtlemint, where our advisors will select the best health plans for you. The film is then concluded with the tagline, ‘Turtlemint pe aao active ho jao‘ (join Turtlemint and be active).

Commenting on the association, Dhirendra Mahyavanshi, Co-founder Turtlemint, said, “Millions look up to Dhoni to seek inspiration for a fit and active lifestyle. Hence, we are delighted to partner with him on our mission towards making insurance awareness an integral part of an active lifestyle. Active doing isn’t only about purchasing insurance; it is as much about staying aware of one’s evolving insurance needs and upgrading one’s covers from time to time, based on life stage requirements. We are hopeful that through this association, we will be able to appeal to consumers across the country to be insurance-active.”

Anand Prabhudesai, Co-founder of, Turtlemint said, “This is our first foray into an integrated brand campaign. We have curated a wide mix of media like television, print, OOH and digital to take our unique message and story to India. It’s a story of how technology is not just pushing insurance penetration but also enabling lacs of insurance entrepreneurs in the smallest towns and cities of India to do more. We are sure that Dhoni’s far-reaching connect will go a long way in getting our story heard and building support for our mission.”

Mahendra Singh Dhoni added, “A sudden health emergency in a family can create financial problems. With proper guidance from trusted experts, insurance is a must to cover maximum risks. Turtlemint makes this process easier by enabling advisors with an app, ensuring that every person is given the best insurance advice. I am excited to be a part of Turtlemint’s vision of getting maximum people in our country, properly insured.”

Turtlemint’s research has revealed the challenges that consumers face while purchasing an insurance product, resulting in under-insurance (or no insurance at all) in dealing adequately with the financial risks of accident, critical illness, or death. Often, the need for ‘right advice’ outweighs the need for product selection. Turtlemint combines the power of expert local advisors with the best insurance technology to make it easy for consumers to ‘be and stay active‘ in insurance.

The brand is attempting to capture audiences through emotional appeal and by focusing on their health concerns, stating how important their health is and how having health insurance with it would be a home run.

Recently, Dhoni also signed with South India’s largest and most experienced land aggregator, G Square Housing as its brand ambassador. 

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