Zuno General Insurance, formerly Edelweiss General Insurance, has appointed Hashtag Orange (Mumbai) as its communications agency after a multi-agency pitch.
Hashtag Orange will be responsible for managing both internal communications covering HR, employee engagement, and employer branding, and external communication, including product launches, and brand campaigns.
Demonstrating the partnership’s early momentum, Zuno and Hashtag Orange celebrated World Music Day with a genre-defying musical campaign. The brand launched ‘Hai Safar Ye Chill Wala’—an original track reimagined in six distinct musical genres using AI, allowing listeners to choose their ‘drive vibe.’
The agency had previously conceptualized and executed the much-talked about-Vivaan campaign, with films directed by Gaurang Menon, which made a strong mark in the insurance category last year.
Ketan Mankikar, Marketing Head at Zuno, said, “We, at Zuno, are on a journey to reimagine insurance to make it easy, friendly, and transparent. With Hashtag Orange, we’ve found a partner that truly understands our brand ambition and the importance of crafting communication that’s both consistent and compelling. Their strategic depth, creative edge, and understanding of our transformation journey made them the natural choice for this mandate.”
Mukesh Vij, Founder & CEO, Hashtag Orange, said, “Zuno is challenging conventions in the insurance space and that’s exactly the kind of brief that excites us. This partnership goes beyond campaigns; it’s about co-creating a brand story that reflects people’s lives, aspirations, and expectations in today’s world. From core brand messaging to integrated outreach across consumer and employee ecosystems, we’re eager to shape something truly resonant and future-forward.”
Gaurang Menon, Regional & Creative Head West, Hashtag Orange, said, “This collaboration is about building from the inside out. Zuno has given us the creative freedom to think big, act meaningfully, and connect across touchpoints, whether it’s shaping a strong employer brand or launching breakthrough marketing. It’s the kind of mandate every creative team hopes for: brave, strategic, and full of opportunity.”
