Policybazaar.com releases TVCs under ‘No Insurance Day’ campaign

by Joseph K. Clark

The campaign comes against the backdrop that overall insurance penetration in India is shallow Policybazaar.com has released new television commercials (TVCs) under its latest campaign. The ‘No Insurance Day’ campaign intends to raise awareness of several benefits linked to health insurance. While Indian consumers often procrastinate and neglect the benefits of having health and term life insurance, the campaign primarily targets those individuals who defer their decision of providing insurance protection to their loved ones.

Through its new TVCs, the campaign portrays some of the most non-sensical reasons cited by consumers for not buying insurance. However, the company has taken a humorous route in the TVCs, which may attract more eyeballs as the ad films turn out to be light and enjoyable.

In a reverse direction, the TVCs showcase most of the common problems middle-class families face in medical emergencies in the absence of proper insurance. The high medical expenses can end a child’s education, compel families to borrow money from acquaintances, sell properties, jewelry, and other assets. The TVCs ends with the note that Policybazaar.com has made it affordable for ordinary people to buy insurance through monthly EMIs, as low as Rs 400 per month.

The campaign’s premise is to make people laugh at a fundamental human trait, “Procrastination”, along with the realization of how life would be without a protection net in place, the company said in a statement. The campaign comes against the backdrop that overall insurance penetration in India is shallow; consumers are either underinsured or uninsured. Hence, the company hopes this campaign reaches out to maximum people and encourages them to take the first step towards insurance protection.

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