Policybazaar.Com Launches a New Term Insurance Campaign
Policybazaar.com (twitter handle: @policybazaar), India’s largest insurance website and comparison portal, is launching a new television campaign to highlight the importance of creating a safety basket for yourself and the family by purchasing term insurance.
Akshay Kumar dons the avatar of Yamraj in the new ad campaign of Policybazaar.com
Over the next few days, a series of informative TVCs will go live on both the digital platform and TV, featuring Akshay Kumar. In the first TVC, going live today, the maverick actor will be seen emphasizing the importance of term insurance with the tagline “time rehte term insurance karwa lo, Policybazaar.com pe”.
The campaign aims to highlight the importance of having a term insurance plan. The new TV commercial will see Akshay Kumar don the avatar of ‘Yamraj’ who has come to collect a dead man for his final journey.
Stressing on the underlying need of term insurance, Santosh Agarwal, Head Life Insurance, Business Unit, said, “Life is unpredictable in more ways than one can comprehend. Term Insurance is the only true friend your family will have if something untoward is to happen, especially if you have financial liabilities and social responsibilities to take care off. The cost of term insurance is also extremely nominal. The benefits coupled with the peace of mind that this product offers is unique and should be availed by all.”
With this campaign, Policybazaar.com intends to highlight the difficulties families will face, including the inability to sustain the existing lifestyle in the absence of primary breadwinner.
Associate Director & Head of Marketing, Policybazaar.com, Sai Narayan added, “The campaign seeks to redefine the way insurance is bought in India and is using the mass appeal of Akshay Kumar to bolster the strength of the messaging.The term campaign is just one of the subjects we will be addressing through this campaign. Similar TVCs on health and life insurance products will be rolled out subsequently. The TV commercial also accentuates the ease of comparing and buying an insurance policy online.”
Though the commercial has entertaining and humorous quotient attached to it but surely leaves behind the strong message of securing financial future of the family.
The campaign has been conceived and executed by K Silent Productions.
The TV commercial starts in a hospital room where a dead man is lying on the bed and Akshay Kumar dressed as Yamraj pays the dead man a visit to take him on his final pilgrimage. The patient shares his predicament of leaving his family in distress on account of unpaid EMIs, bills and social responsibilities such as marriage as-well-as education of children. At this juncture, Akshay prods him for not thinking about his family when he had the time to do so and reminds the audience that a term plan of Rs. 1 Crore costs only Rs. 680 per month.
Policybazaar.com Term Insurance Ad featuring Akshay Kumar
Policybazaar.com Marketing Team
Associate Director & Head of Marketing, Policybazaar.com – Sai Narayan
Manager- Marketing – Samir Sethi
Assistant Manager- Brand – Ritika Chaudhary
Director – Ali Abbas Zafar
Conceived & Produced by – K Silent Productions
Writer/ Creative Director – Riazat Khan
Executive Producer – KC Pandey / Riazat Khan
PolicyBazaar.com is India’s largest insurance marketplace. It has backing from a host of investors including the likes of Temasek, Tiger Global Management, True North, InfoEdge (Naukri.com), Premji Invest, besides investments from other PE funds and family offices. The portal started with a purpose to educate people on insurance products and has had a significant influence on how insurance is bought in India. It has helped in driving penetration of pure life insurance, health insurance and such products which were barely bought earlier.
From receiving traffic of 180,000 visitors in 2008, PolicyBazaar.com has come a long way and today hosts over 100 million visitors yearly and records sale of nearly 250,000 transactions a month. Currently, PolicyBazaar.com accounts for nearly 25% of India’s life cover, and over 7% of India’s retail health business. It accounts for roughly half of all internet based insurance purchase in the country, and is more than doubling annually.
Policybazaar.com’s new twitter handle for media personnel is live now.
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