Policybazaar Appoints Amitabh Bachchan as Brand Ambassador, Launches Insurance Awareness Drive
Policybazaar has appointed Amitabh Bachchan as its brand ambassador and launched a nationwide campaign to encourage Indians to prioritise health and term insurance.
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Policybazaar has roped in actor Amitabh Bachchan as its brand ambassador and launched what it says is its biggest insurance awareness campaign to encourage more Indians to take health and term insurance.
The campaign aims to spark discussions on financial protection and family security across the country, in line with the vision of “Insurance for All” by the Insurance Regulatory and Development Authority of India (IRDAI). The company said the initiative was intended to encourage households to prioritise insurance before unexpected events happen.
The campaign is built on the message of “Parivaar Sabse Pehle” with Bachchan playing the role of the familiar elder in Indian families who reminds loved ones not to delay important financial decisions. Through a set of films that are a mix of warmth, humour and real-life situations, the campaign demonstrates the perils of not buying health and term insurance on time.
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Insurance Awareness:
The campaign is an extension of Policybazaar’s 18 years of work to improve insurance awareness in India, it said. The company has invested more than Rs 3,000 crore over the years in consumer education and awareness initiatives, it said.
Sarbvir Singh, Joint Group CEO, PB Fintech commenting on the campaign said, “We wanted a trusted voice to inspire people to take action on insurance. Bachchan’s credibility and connect across generations made him the ideal choice to lead the initiative, he said, adding that the company hopes to make insurance a regular conversation in every Indian household.
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“The campaign was born out of the insight that consumers rarely say no to insurance but do delay it,” said Sai Narayan, chief marketing officer at Policybazaar. Bachchan’s trusted image could help inspire more families to take timely decisions about financial protection, he said.
Creative agency MagicCircle developed the campaign. Dheeraj Renganath, Co-founder and Chief Creative Officer, and Natwar Singh, Co-founder and Executive Creative Director, said the campaign positions "Parivaar Sabse Pehle" as a message rooted in responsibility, with Bachchan delivering the perspective of a caring elder urging families to act before it is too late.
According to the company, the integrated campaign will run across television, digital platforms, OTT services and social media, targeting audiences across urban and emerging markets.
