Plum has rolled out a distinctive direct-mail campaign that blends cultural symbolism with modern business realities, using nazar battu dolls to open conversations around commercial insurance among Indian startup founders. The initiative reflects a creative shift in how B2B brands are choosing to be moving away from formal decks towards more relatable, insight-led storytelling.

As part of the campaign, nearly 60 founders received a physical nazar battu doll, paired with a personalized letter and a QR code linking to a dedicated landing page. The campaign draws a contrast between traditional beliefs associated with warding off bad luck and the very real risks faced by today’s fast-growing, digital-first businesses-ranging from cyber threats and fraud to liability and property damage.

Founders from startups such as PickYourTrail, Highperformr, Pronto, Yellowkyte and Irregular Alliance were among the recipients. Each package included a handwritten-style note carrying the line, “Keep the battu for the vibes. Get Plum for everything else.” The message positions insurance as a practical safeguard rather than a fear-driven purchase, reframing protection as part of everyday founder decision-making.

The campaign extends beyond physical mailers through social amplification. Landing pages feature unboxing reactions and posts shared by founders, allowing the initiative to organically travel across LinkedIn and other social platforms. This creator-style distribution mirrors how modern startup communities engage with content-through authenticity and peer validation.

According to Plum, the idea was not to trivialize tradition but to honor it while grounding the conversation in operational realities. The campaign addresses a critical gap: despite rapid business growth, MSME insurance adoption in India remains low. By using a familiar cultural metaphor, Plum positions commercial insurance as routine, relevant and proactive-something founders adopt before a crisis, not after.