MUMBAI: Policybazaar.com, India’s largest insurance website and comparison portal, has launched a new television campaign, with the tagline “Policybazaar.com Par Term Insurance Lena Bhool Kar Bhi Mat Bhoolna.” The campaign aims to highlight the importance of having a term insurance plan.
The new TV commercial will see actress Achint Kaur as a Séance medium. With this campaign, Policybazaar.com intends to give a push to the consumers’ buying decisions, by focusing on the challenges that the family would have to face in their absence, including inability to sustain the current lifestyle. A month long campaign is designed by the in-house team of Policybazaar.com and executed by K Silent Productions.
The TV campaign went on air on 15 January, 2017.
Policybazaar.com Group CMO and PaisaBazaar.com CEO Naveen Kukreja said, “Term insurance with sufficient life cover is the must have product for a person with dependents. The main objective of a term insurance plan is to provide replacement of your income in your absence."
Policybazaar.com head of marketing Sai Narayan added, “Through the campaign, we aim to re- emphasize the importance of financial protection and change consumers’ mindset which tend to believe that they are invincible and won’t die young. The TVC also accentuates the ease of comparing and buying insurance policy. 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 TV commercial starts in a fancy background; a woman who has lost her husband meets a psychic in order to communicate with his spirit. As she laments about his loss, asks the psychic to make her talk to husband once. The psychic touches the husband’s photograph and becomes a medium to communicate with the dead husband’s spirit. The widow asks for the term Insurance’s papers which the husband's spirit denies to have had at first place as he forgot to get buy the policy. To this the husband spirit squeakily replies that he didn’t know that he will die. Now, the drama unfolds when the woman starts scolding her deceased husband for not remembering to buy a term insurance. She further reminds him about the term plan of Rs. 1 crore they have decided to purchase on Policybazaar.com for a minimum premium of Rs. 490 per month. She enlightens the purpose of getting a term plan which can pay off their home loan EMI, kid’s school fees and the lump sum she would have got for her lifetime.
The commercial consciously takes a humorous route to convey the message, which has been the tone of the brand, in an otherwise serious insurance category.
