Policybazaar has named actor Amitabh Bachchan as its brand ambassador, alongside the launch of a new campaign titled Parivaar Sabse Pehle, aimed at building awareness around health and term insurance.
The campaign comprises a series of films in which Bachchan plays an elder family figure urging viewers not to delay decisions around financial protection. The films will roll out across television, digital platforms, OTT services and social media, and the company says the initiative aligns with IRDAI’s “Insurance for All” vision, aiming to make insurance a more common conversation in Indian households.
Sarbvir Singh, Joint Group CEO of PB Fintech, said the brand wanted a voice with lasting credibility to anchor its biggest-ever awareness push, noting that Policybazaar has invested more than Rs 3,000 crore in insurance awareness efforts to date. He added that Bachchan’s presence could help turn insurance into a household discussion across the country.
Sai Narayan, CMO of Policybazaar, said the campaign is built on the insight that people don’t reject insurance – they postpone it – and that Bachchan was chosen to interrupt that pattern of delay using the trust he has built across generations.
Dheeraj Renganath and Natwar Singh of MagicCircle, the creative agency behind the campaign, said the scripts lean on Bachchan’s societal authority to give the brand’s message the urgency of a parent who has run out of patience.
The campaign continues Policybazaar’s long-running push to drive insurance awareness nationwide.
