ITV

Tag: Sai Narayan

  • Policybazaar launches new ad campaign on exceptional claims assistance

    Policybazaar launches new ad campaign on exceptional claims assistance

    Mumbai: Policybazaar’s latest ad campaign is all about redefining your car insurance experience. Recognising the need for quick and steadfast claims support during road mishaps, the brand has launched three ad films focussing on its razor-sharp commitment to swift claims assistance. As the Claim Assurance Program promises – car ke repair le kar se claims settlement, sab hum sambhal lenge – Policybazaar is here to ease your car insurance woes.

    Right from a fender-bender to a serious collision – getting into an accident can be quite a daunting experience. The last thing one needs on top of that is the hassle of a complex and time-consuming claims process. Facilitating quick and effective claims settlement has been a focus area that Policybazaar has relentlessly been working on. The brand understands that while insurance is a promise of a secure future, the claim is that moment of truth when that promise needs to be honoured.  

    Policybazaar CMO Sai Narayan said, “When it comes to insurance, our research shows that most customers make a clear choice of robust claims support over anything else, even low prices. This is why we started our journey of awareness and trust-building with ad campaigns on claims assistance in the health and life insurance space, which we are now extending to motor insurance. Our campaign features three relatable scenarios that reflect the common consumer sentiment – will my claim be processed? This is where Policybazaar steps in to assure our customers that we have got their backs every step of the way. From seamless claims processing to quick resolutions, we are here to make the insurance experience hassle-free.”

    In continuance of its claims support initiatives, Policybazaar has launched its Claims Assurance Program, which will provide customers with a superior claims assistance experience with services like a dedicated claims manager, on-ground support 24*7 claims assistance and much more.

    The campaign features a series of engaging advertisements that feature familiar situations where Policybazaar’s experts come to the policyholder’s rescue. Right from speedy pick-up to reassuring claims assistance – the brand’s dedication to customers shines through the campaign. While one wonders if it’s because the insurance comes at a hefty price, the ad showcases that car insurance is, in fact, up to ₹8000 cheaper on Policybazaar!

    MagicCircle Communications managing director Hemant Misra said, “Our idea was to realistically showcase the anxiety a consumer feels when having to claim their car insurance. From the accident scenario, to the possibility of claim rejection, or even delayed delivery of the vehicle, there are myriad issues that can cause anxiety. But no matter the stress, Policy Bazaar’s assurance of end-to-end claim support was the perfect brand promise to address it. The relatable scenarios were married with clever storytelling techniques, to create an engaging and effective narrative.”

    The ad films are set to go live across various media channels including television, digital platforms, and social media. Policybazaar hopes to build awareness and change the consumer’s perception around claims experience.

  • PolicyBazaar empowers women in new term insurance campaign

    PolicyBazaar empowers women in new term insurance campaign

    Mumbai: Capturing on film a much-needed shift in gender notions, Policybazaar unveils a poignant three-part brand campaign, which brings out the critical need for every Indian woman to buy Term Life Insurance independent of her spouse. Traditionally, a family’s financial security is associated solely with men. This dangerously overlooks the emotional and financial void a family faces if the wife or mother figure passes away. Policybazaar’s campaign touchingly portrays this gap, urging women to own their role in their family’s financial well-being and secure their loved one’s future with Term Insurance.

    Agar mujhe kuch ho jaata toh…?

    The ads showcase the quintessential motherly instinct of wanting to protect your child even if you are not around. The first ad opens with a cancer survivor tending to her daughter’s needs, simultaneously fretting how much the child’s life would have had to change had she not survived. She adds that this sobering realization has made her choose some semblance of certainty for her daughter – as she has invested in her own Term insurance, just like her husband.

    Zimmedari hum dono ki hai…

    Another ad brings out the pangs of responsibility a mother feels even when her child is in the womb. A pregnant woman, sitting in a hospital, says that making sure her yet-to-be-born child gets the best opportunities in life is the couple’s shared responsibility. She adds that she, too, has bought Term Insurance so that both can do justice to their kid’s dreams even in the worst circumstances.

    Sirf ek salary pe ghar nahin chalta…

    The campaign aptly depicts the ground reality of a modern household, in which a woman’s financial contribution is no less than a man’s. All three ads are connected by the common thread of women actively buying insurance, embracing the responsibility that comes with the changing dynamics.

    Policybazaar chief marketing officer Sai Narayan said, “Our brand’s tagline is “Har Family Hogi Insured,” and that can only happen when women are factored in as equals. Term insurance tailored for women is a critical yet underexplored segment; we believe it holds immense potential. The storytelling in these ad films mirrors the evolving societal dynamics where an increasing number of women are taking charge of financial matters, particularly concerning their children. Our in-house research further affirms that women are increasingly becoming the primary decision-makers when it comes to purchasing term insurance. Through this campaign, Policybazaar drives home the message and encourages more women to invest in a financially secure future for their loved ones.”

    The brand has also in the past collaborated with its insurer partners in making women-centric term plans easily accessible, like the independent homemaker term plan.

    Policybazaar CBO Life Insurance Santosh Agarwal echoes the sentiment, “Policybazaar advocates the philosophy of women being equal contributors to a household, irrespective of their employment status or tangible income. The industry coming up with products like the independent homemaker term plan is a huge testament to women’s invaluable contribution to family and society. There are plans available that cater specifically to women’s health concerns. The campaign takes our message far and wide that women must make the best of these plans and secure their dependents’ future in this uncertain world.”

  • Indian Digital BrandFest 2023: Demonstrating Marketing ROI In A Complex Digital World

    Indian Digital BrandFest 2023: Demonstrating Marketing ROI In A Complex Digital World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were EaseMyTrip co-founder Rikant Pittie, Warner Bros.Discovery South Asia, marketing, OTT & broadcast Azmat Jagmang, Policybazaar.com CMO Sai Narayan, CleverTrap senior VP- India. The session chair for this panel was Fractional CMO Partners managing partner Jayant Kshirsagar.

    Kshirsagar began the session and spoke on how marketing ROI has changed so much in the last two decades. He also asked the same to the panellists on their marketing journey.

    Acharya replied first by saying, “ While you are looking for a brand, the brand is in the same breath looking for you. What are you interested in, what content you consume and here the data is the king. And if data is the king then definitely content is the queen and personalisation is the prince.”

    Jagmag shared her perspective on her marketing ROI, “ I had the opportunity to work with the traditional media houses going digital and OTT etc. There are times wherein often you do your best, especially in an industry like ours, which is media and you still have limited control on the outcome.”

    Narayan said, “The first thing that Policybazaar did was to keep the power of hands to the consumer. We are super passionate about helping Indians get educated about insurance.”

    Pittie said, “When you are designing a media strategy and you are measuring all the ROIs and it gets increasingly complicated. We end up putting all the media spending on some measurable metrics. And to me search trends are an honest indicator to show that what this entire noise and euphoria that you are building, is resulting from a consumer perspective.”

    Lastly, the panellists thanked Kshirsagar for asking enriching questions and also for keeping the session engaging. 

  • Policybazaar unveils new term life ad campaign featuring Pankaj Tripathi

    Policybazaar unveils new term life ad campaign featuring Pankaj Tripathi

    Mumbai: Online insurance marketplaces Policybazaar unveils its newest brand campaign featuring actor Pankaj Tripathi to raise awareness quotient regarding the significance of term life insurance. Presented with a healthy dose of humour, the ad film is aimed at individuals who procrastinate the crucial decision of buying term insurance for their dependents.

    The low insurance penetration in India stems from the low collective public awareness regarding insurance, and Policybazaar’s new campaign deftly underlines this fact. Corresponding to the brand’s promise of insuring every family, the initiative targets the all-too-prevalent perception of stalling insurance purchases until it’s too late. The quirky ad emphasises that not buying term insurance is equivalent to a ‘ghor paap’ or unforgivable sin against one’s family.

    Commenting on the launch, Policybazaar.com CEO Sarbvir Singh said, “The overall low insurance penetration rate in India is a reflection of mostly uninsured or underinsured people. We at Policybazaar have relentlessly been working towards the mission of closing the protection gap in the country and bringing it to global levels. Our new campaign is humorous and hard-hitting in equal measures to create the maximum impact on the general consumer mindset of procrastination. We want to effectively drive a strong consumer connection through this campaign and make them aware of the consequences of their indecision.”

    Establishing an afterlife setting, the creative campaign kicks off with a seemingly affable college professor being directed to the gates of hell in a surprising turn of events. Downright baffled, he is told by the gatekeeper that he has committed a ‘ghor paap’ against his family by not purchasing a term life insurance in his lifetime. Played by the charismatic Pankaj Tripathi, the gatekeeper then lets the next guy into heaven since he had taken a policy! 

    Talking about the campaign launch, Policybazaar Group senior director brand & marketing Sai Narayan said, “Procrastination, especially when it comes to insurance, is pretty much a fundamental trait. The concept behind this campaign is to make consumers aware of the transience of life and the gravity of an unprecedented situation. The humour element is intended to educate as well as entertain them at the same time. Pankaj Tripathi is one of the most popular faces of the entertainment industry and his trademark style helps get our message across prudently among the masses.”

    MagicCircle managing director Hemant Misra added, “Death is the only truth in our lives. Policybazaar is one brand that has taken this truth by the horns and coaxed a highly underpenetrated category into action. For this campaign, we went beyond the fear of death to a fear that lives on even after death. The fear of being remembered as the person who robbed their family of happiness. That is not simply a crime but ‘Paap’. Ghor Paap. That is the simple insight this campaign is based on.”

    Since its inception, Policybazaar’s larger vision has been to make the insurance ecosystem more transparent and make insurance simpler for the end consumer. Our end-to-end digital assistance and diversified solutions have been vital in giving people a safer and easier way for buying, renewing, and claiming insurance for over a decade. The campaign is a part of the larger brand message of encouraging more and more people to invest in protection products for a better future for their loved ones, even in their absence.

  • Digital-first & internet- based brands and the magnetic appeal of IPL 2020

    Digital-first & internet- based brands and the magnetic appeal of IPL 2020

    NEW DELHI: Apart from the brands and services available in shop shelves and in brick and mortar stores, a slew of players in the digital ecosystem has also boarded the IPL train and ridden on the track of success. The telecast of the league has played a vital role in building mass awareness and adoption of digital-first brands thus accelerating digital adoption in India.  Something which the SARS Cov2 virus has further hyper-speeded up over the past few months.

    Digital-first start-ups are normally on a fast-growth and customer acquisition path right from the get-go, egged on by investors to increase valuations and revenues. Marketing guru and director of the Ehrenberg Bass Institute at the University of South Australia Byron Sharp in his book How Brands Grow – what marketers don’t know highlights that “growth primarily comes from gaining new users rather than driving increased loyalty. Most brand users are light users. Hence, marketers need to build brand availability and mental availability. What this basically means is that if brands want to grow, then they have to ensure they reach non-users consistently.”

    Observers point out that this is something which digital brands can effectively do using the unparalleled large scale and simultaneous reach that the IPL offers. The league itself has taken a page out of Byron’s marketing theories, has innovated, increased its reach in different languages, added viewing platforms, increased viewers, thus growing year on year. Inventory on the IPL telecast on the Disney Star India channels is limited at 800 seconds an hour with shorter ad breaks of 50 seconds each because of the fast-paced nature of the T20 game. Thus the OTS for a TVC is higher than on other television genres leading to high TOM recall. Research has also shown that increasingly TV viewers are constantly using their mobile phones as a second screen; hence cleverly crafted TVCs or ads leading audiences to respond instantly using their handheld device can generate instant and repeat interaction with a digital-first brand and even a transaction during IPL matches.

    Consider the experience of digital lending marketplace Paisabazaar and insurance price-comparison and booking portal Policybazaar.  Brand managers at the two companies have regularly put their ad bucks behind cricket to build their brands and reach out to potential customers. In 2019, the duo advertised around IPL as well as the ICC World Cup and made a huge impression on viewers.

    Paisabazaar chief marketing officer Sai Narayan is sold on the efficacy of the IPL as a national promotional platform. “IPL is one of the important vehicles for digital-first brands to increase their reach,” says he. “Brands continuously spend on digital mediums to generate ROI but TV gives scale. It generates a huge amount of free traffic and people end up searching for the brand. It creates a pull effect for the brand instead of the push effect.”

    Narayan agrees that IPL is costlier than any other platform but the returns are also better as the conversion rate is higher and the brand recall and impact are much higher.  Says he: “Brands are ready to pay a premium for the incremental jump. If you advertise around it regularly, it helps in creating a strong brand salience,” says Narayan.

    Additionally, his teams have been consistently witnessing jumps in the free traffic from 40 per cent to 50 per cent above the usual. Elaborates Narayan: “Whenever we have considered cricket, we have observed a substantial surge in our web traffic, resulting in lowering our cost per lead at a daily/ monthly/ campaign/ market level. The canvas to play within live sports is far bigger than traditional mediums, there are so many elements you can play with. A typical sporting event is long enough for brands to build a lasting recall value. If there were no live sports we might not have reached 40 million monthly users on Paisabazaar and 30 million monthly users on Policybazaar.”

    Urban Company (formerly Urban Clap) went aggressive with its Ayushman Khurana-anchored TVC during the IPL 2019 promoting the company’s air conditioning (AC) services targeted at males on Star Sports’ HD channels.  The net result: searches and bookings for the sorely needed air condition repair service in the summer climbed. This allowed the management to expand Urban Clap into newer services as well as its footprint to newer Indian cities. Earlier this year, it went in for a rebranding exercise calling itself the Urban Company.

    No wonder Dentsu Aegis CEO APAC & chairman India Ashish Bhasin believes that this season’s IPL presents a perfect opportunity that digital brands should exploit. “The pandemic has benefited digital companies as we have all moved more to digital as we have been working from home,” he says. “It’s obvious there is a distinct advantage to digital businesses to associate with the IPL as they are running well whereas the brick and mortar companies are still struggling to get back on their feet. The digital firms also have cash as they are well funded. Associating with the IPL gives them distinct benefits as well as tremendous exposure and engagement.”

    Online food ordering and delivery platform Swiggy partnered with the IPL in 2018 and 2019 as an official associate broadcast sponsor.  It created six witty slices of life TVCs which were focused on the love of Indians for cricket and food. The core message the commercials conveyed: Swiggy allows consumers to enjoy the absorbing battle on the ground even as it looks after their stomach’s needs.

    “Our TVCs are reflective of the national brand that Swiggy is today,” says Swiggy VP marketing Srivats T. “Post the last IPL campaign, we had millions of users download the app, waiting for Swiggy to go live in their cities. We saw growth in both new and repeat users. There was a phenomenal engagement on Swiggy Sixes – a property using which fans would get discounts if they placed an order within six minutes of a six being hit – with over a million viewers opting for it.”

    Edutech company Byju’s has backed the IPL and even team India in recent times. According to VP marketing Atit Mehta, the Byju’s app sees increased downloads during India matches as compared to non-cricket days. “Other measurable objectives like awareness, audience engagement, time spent on the app, conversation rates, etc., also have shown an upward trend,” he said.

    Digital payments company PhonePe too met with successful results when they chose the IPL as a consumer outreach and acquisition platform.  “We wanted to build awareness around digital payments and PhonePe amongst both rural and urban audiences in 2019,” said PhonePe founder &CEO Sameer Nigam. “We used a mass media platform like TV, the most popular sport cricket, and the IPL – the biggest sporting event of the year – to launch our new brand campaign.”

    His faith in the league was justified when PhonePe reported a 115 per cent growth in the number of transactions.

    These are some compelling figures marketers at startups and emerging digital businesses simply can’t ignore. The IPL has always been one of the largest marketing platforms for brands and marketers to gain from. With so many testimonies that prove this in more than just one way, it’s evident that this is the right time to get a lot of traction with the IPL and the festivities coming together from a timing perspective. It’s all about the right choices when it comes to Adex and spends. And when timed right, this can really turn a brand’s journey around. As the saying goes, success – though it may seem unsure initially – embraces those who go boldly were few have gone before.

  • Policybazaar, Paisabazaar sign Akshay Kumar as brand ambassador

    Policybazaar, Paisabazaar sign Akshay Kumar as brand ambassador

    MUMBAI: ETechAces Marketing & Consulting, which owns insur-tech brand, PolicyBazaar.com, and marketplace for lending products, PaisaBazaar.com, has roped in actor Akshay Kumar as its brand ambassador.

    Policybazaar.com and Paisabazaar.com have launched their biggest ever marketing campaign, spread across the financial products basket of term insurance, free credit score and others.

    The campaign was launched with a video of Kumar donning the avatar of Yamraj for Policybazaar’s campaign on the digital platform. The first TVCs from the duo will be aired across a spectrum of TV channels, including the IPL broadcast.

    Commenting on why the maverick actor was a natural choice for the brand to sign as its ambassador, policybazaar.com co-founder and group CEO Yashish Dahiya says, “He is self-made, speaks directly and delivers important messages with humour, these attributes make him a perfect fit for our brands. Like him, our brands stand for transparency, positive social change, reliability, trust and have a genuine connect with the masses. So, this partnership is a natural extension of the values that we share with him. Our shared passion for fitness is an added plus.”

    paisabazaar.com co-founder and CEO Naveen Kukreja adds, “Being the market leaders for both insurance and lending products, our next step is to take our brand to every Indian household and who better than Akshay Kumar to spread this message. Along with being one of the biggest names in the Indian entertainment Industry, he is also the face that the common man resonates with. We strongly feel our association with Akshay would further build customer’s trust on Policybazaar and Paisabazaar.”

    Policybazaar.com and paisabazaar.com associate director and group head of marketing Sai Narayan mentions, “Our latest marketing campaign, featuring Akshay Kumar, is aimed to garner a wider reach for both Policybazaar and Paisabazaar’s key messaging around financial products. We have already upped the ante through our ongoing campaign during the IPL broadcasts, and will be launching our new campaign with Akshay in the IPL later this week. We will also launch other product-specific campaigns with Akshay through the year.”

    The high-impact campaign will be aired on Star Sports, Star Sports HD, Star Gold, &Pictures, &TV, Discovery Channel, History TV18, National Geographic, NDTV 24×7, India Today, Mirror Now, Zee TV, Aaj Tak, ABP News and others.

  • Bhool Kar Bhi Mat Bhoolna Policybazaar.com

    Bhool Kar Bhi Mat Bhoolna Policybazaar.com

    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.

  • Bhool Kar Bhi Mat Bhoolna Policybazaar.com

    Bhool Kar Bhi Mat Bhoolna Policybazaar.com

    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.