Gurugram: Policybazaar has appointed legendary actor Amitabh Bachchan as its brand ambassador and launched “Parivaar Sabse Pehle,” an insurance awareness initiative aimed at encouraging Indian families to prioritise health and term insurance. The campaign aligns with the Insurance Regulatory and Development Authority of India’s (IRDAI) vision of “Insurance for All” and marks one of the company’s largest awareness drives to date.
The integrated campaign features a series of films with Amitabh Bachchan portraying a familiar elder in an Indian family, urging loved ones to stop delaying decisions around financial protection. Through relatable storytelling, the initiative highlights the importance of securing one’s family against unforeseen circumstances.
Policybazaar said the campaign builds on its 18-year effort to increase awareness and accessibility of insurance products across the country. The company believes the initiative will help bring conversations around financial protection into more Indian households and encourage first-time insurance buyers to take action.
Commenting on the initiative, Sarbvir Singh, Joint Group CEO, PB Fintech, said, “When we set out to shape our biggest-ever insurance awareness campaign, we knew it needed a voice whose credibility had stood the test of time and whose presence could inspire action. For us, there was only one name that fit that vision: Mr Amitabh Bachchan. Insurance awareness has always been at the heart of Policybazaar’s mission. Over the years, we have invested more than Rs 3,000 crore in driving awareness around insurance products. We believe Mr Bachchan can help make insurance a conversation in every Indian household, encouraging millions more families to protect what matters most.”
Over the years, Policybazaar has expanded its insurance marketplace by offering comparison tools, expert advice and end-to-end customer support covering policy selection, renewals and claims. The company said its focus remains on simplifying the insurance-buying journey while strengthening consumer confidence through enhanced service and claims assistance.
Commenting on the campaign, Sai Narayan, Chief Marketing Officer, Policybazaar, said, “The vision behind this campaign is simple: people don’t reject insurance, they postpone it. We wanted a voice that could gently interrupt that tiring habit. Mr Amitabh Bachchan was a natural choice because he has earned the confidence of generations of Indians. We hope this campaign nudges millions of Indians to stop postponing the decisions that matter the most.”
Highlighting the creative approach behind the campaign, Dheeraj Renganath (Co-founder & CCO, MagicCircle) and Natwar Singh (Co-founder & ECD, MagicCircle) said, “By anchoring PolicyBazaar’s purpose in Mr. Bachchan’s unmatched societal authority, we are establishing ‘Parivaar Sabse Pehle’ as an absolute, non-negotiable reality. We knew we had to write scripts that allow Mr. Bachchan to speak with the fierce, unvarnished love of a parent who has simply run out of patience.”
The campaign will be rolled out across television, digital platforms, OTT services and social media, targeting audiences across urban and emerging markets. Through the initiative, Policybazaar aims to deepen insurance awareness, bridge India’s protection gap and encourage more families to secure their financial future through health and term insurance.
Credits:
Policybazaar Marketing Team
Sai Narayan – CMO, Policybazaar
Samir Sethi – Head of Brand Marketing
Nivedita Gupta – Deputy Vice President – Brand
Vineet Krishnan – Associate Vice President – Brand
Creative Agency: Magiccircle Communication
Founder & MD: Hemant Misra
Co-founder & Creative Heads: Dheeraj Renganath & Natwar Singh
Associate Partner & COO: Ashit Chakravarty
Creative Team: Rishabh Gupta & Hemant Yadav
Group Account Head: Siddhant Dutta
