Policybazaar.com unveils its latest ad campaign series starring Bollywood’s revered villains encouraging people to become family’s heroes and secure their future with health insurance. Conceptualised in an offbeat approach, the campaign aims to strengthen the brand’s communication and boost insurance penetration in India.
With the latest campaign, the brand aims to provide the much-needed cognitive push to insurance buyers, who often keep deferring their purchase decision only to repent later. While everyone aspires to be the family’s hero, this indecision can actually turn them into villains, owing to the rising medical inflation. The ad film astutely illustrates the financially adverse aftermath of an unannounced medical emergency in the absence of insurance.
Sai Narayan, Senior Director, Brand and Marketing, PB Group, says, “Even after the pandemic-led uptick, insurance awareness is still low in India. Purchasing insurance is still a happenstance and not a proactive choice for many even though health emergencies are on the rise. With this campaign, we aim to change this mindset and induce the understanding that not safeguarding their families’ future is no less than a villainous act. Gulshan Grover and Shakti Kapoor’s massive popularity as Bollywood’s favourite on-screen villains greatly helps with the recall value of the campaign.”
Presented in Policybazaar’s light-hearted signature style, the creatives reflect the common buyer sentiment of procrastination when it comes to purchasing insurance. In their classic style, the villains Gulshan Grover and Shakti Kapoor reprimand the buyers for their standard response “jaldi kya hai?” and ask them to not become the family’s villains by draining the household’s hard-earned savings. The ads end on a light note with the actors’ message to the people – “Family Ka Hero Bano Yaar!” Created in multiple versions, the ads revolve around the same theme and the same core message.
Hemant Misra, Managing Director of the creative agency MagicCircle, says, “While fear is a potent emotion for the Insurance sector, it is important to look beyond the obvious facets of fear. Every father is a hero in their family – imagine them being called a villain and that too by the most iconic villains of Bollywood. The campaign uses this aspect to jolt the ‘unplanned’ family men into action.”
