Policybazaar.com (twitter handle: @policybazaar_in), India’s largest insurance website and comparison portal, has launched a new advertising campaign to reinforce the company’s tagline `Compare, Buy, Save.’
The new campaign – `Policybazaar.com pe zyada return, zyada faida (Policybazaar.com gives better returns)’ aims to highlight the importance of comparing insurance policies on Policybazaar.com to find a low cost, high paying policy. The month-long campaign is designed by the in-house team of Policybazaar.com and executed by K Silent Productions. The TV campaign will go on air on 18th November, 2017 and will be aired on broadcast sponsorship of Ashes, India Vs. Srilanka cricket series, prime sports, news and entertainment channels such as Star Sports, Sony Six, Colors, Zee TV, Sab TV, Discovery, TV Star Gold and Aaj Tak .
Talking about the campaign, Ms., Santosh Agarwal, Head of Life Insurance, PolicyBazaar.com, said, “In India, insurance investment plans are generally bought through captive agents without knowing much about benefits of the policy. Through this campaign, we want to highlight why people should compare different plans online, understand various features of a policy, know the policy cost, returns & tax benefits, and then make a considered, most paying decision.”
Sai Narayan, Associate Director and Head of Marketing, Policybazaar.com, added, “Insurance purchase is the key financial decision in the life of a customer. As a brand, we believe in helping customers to understand fundamental of the product they are buying, so that they can make informed choices. The campaign is aimed at triggering a shift in the buying behaviour of consumers, and establishes comparison as an important intervention in insurance purchases.”
The TV commercial starts with a man signing insurance papers and the insurance agent sitting next to him enjoying tea and cookies. Just when the agent asks his client to sign the last time to complete the process, the client’s wife enters the room with a tab in her hand. She tells her husband to at least look at different policies available on Policybazaar.com, compare them and then go for the one which offers the maximum returns. Responding in a rather defensive manner, the husband says that since the agent has suggested the best policy, what was the need to compare with other policies? Intervening in the conversation, the agent says, “tax bhi bachega bhabhi ji (you will save tax as well).” To this, the woman says in a sarcastic tone that “tax to har insurance policy bachaati hai (all insurance policies give tax benefits).” As the agent was going to take a sip, she asks him to keep the tea cup down. The agent says, “Main to apke bhale ki baat kar raha tha, baaki..(I was telling something beneficial to you. The rest …)” he leaves the sentence unfinished. The woman says they will themselves look at various policy options on Policybazaar.com, compare and then buy the one with maximum returns. Her husband then looks at the agent sheepishly.
PolicyBazaar.com Life Insurance Investment Ad
You Tube Link:
Policybazaar.com Marketing Team
Associate Director and Head of Marketing – Sai Narayan
Marketing Manager – Samir Sethi
Production House: K Silent Productions
Writer/ Creative Director: Riazat Khan
Director: Ankit Mehrotra
Executive Producer: KC Pandey/ Riazat Khan
PolicyBazaar is India’s largest insurance marketplace and is an InfoEdge (Naukri.com), Inventus Capital, Tiger Global Management, Steadview Capital, Premji Invest, Temasek and Ribbit Capital Investee Company. 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 60 million visitors yearly and records sale of nearly 120,000 transactions a month. Currently, PolicyBazaar.com accounts for nearly 20% 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.
The company has received several accolades in India and globally. The most noteworthy being recognized as India’s top and world’s leading “Fin Tech Innovator” by the Global consultancy firm, KPMG and venture capital fund, H2 Ventures for 2015 & 2016. It has won a range of awards, including The Financial Express “Best Fintech Marketplace”, The Economic Times “Best Corporate Brand”, Internet & Mobile Association of India (IAMAI) “Best Financial Website” for two years, Exchange4Media “E-commerce Marketing Campaign” and BML Munjal Award for “Excellence in Learning & Development” among the most notable ones in the last couple of years.
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