Hashtag Orange secures Zuno Insurances' communications mandate

Zuno General Insurance, formerly known as Edelweiss General Insurance, has appointed Hashtag Orange (Mumbai) as its communications agency following a multi-agency pitch.

The mandate includes handling both internal and external communications for the brand. This covers HR, employee engagement, employer branding, product launches, and brand campaigns.

The agency and the insurer recently collaborated on a World Music Day initiative, launching an AI-generated music campaign titled ‘Hai Safar Ye Chill Wala’. The campaign featured one original track reimagined across six musical genres.

Hashtag Orange was also behind last year’s Vivaan campaign, a series of films directed by Gaurang Menon, which had gained attention within the insurance sector.

Ketan Mankikar, Marketing Head at Zuno, shared his thoughts on the partnership:
“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, expressed his excitement:
“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, added:
“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.”