In a much-needed shift in gender notions, Policybazaar unveiled a three-part brand campaign that brings out the need for every Indian woman to buy term life insurance independent of her spouse. Traditionally, a family’s financial security is associated solely with men, overlooking the woman’s role. Policybazaar’s campaign portrays this gap, urging women to own their role in their family’s financial well-being.
The first film shows a cancer survivour tending to her daughter’s needs worrying about how the child’s life would have changed had she not survived. Another film brings out the responsibility an expectant mother feels, wanting to give her child the best opportunities in life. The third film depicts the reality of a modern household, where a woman’s financial contribution is no less than a man’s.
Sai Narayan, Chief Marketing Officer at Policybazaar, said, “Our brand’s tagline is “Har Family Hogi Insured,” and that can only happen when women are factored in as equals. Term insurance tailored for women is a critical yet underexplored segment; we believe it holds immense potential. The storytelling in these ad films mirrors the evolving societal dynamics where an increasing number of women are taking charge of financial matters, particularly concerning their children. Our in-house research further affirms that women are increasingly becoming the primary decision-makers when it comes to purchasing term insurance. Through this campaign, Policybazaar drives home the message and encourages more women to invest in a financially secure future for their loved ones.”
The brand has, in the past, collaborated with its insurer partners in making women-centric term plans easily accessible.
Santosh Agarwal, CBO, Life Insurance at Policybazaar, said, “Policybazaar advocates the philosophy of women being equal contributors to a household, irrespective of their employment status or tangible income. The industry coming up with products like the independent homemaker term plan is a huge testament to women’s invaluable contribution to a family and society. There are plans available that cater specifically to women’s health concerns. The campaign takes our message far and wide that women must make the best of these plans and secure their dependents’ future in this uncertain world.”
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