Plum has rolled out a mail marketing campaign titled ‘Nazar Battu’, using a familiar cultural symbol to initiate conversations about commercial insurance among Indian startup founders. The campaign targets nearly 60 founders, including Ganapathy of Pickyourtrail, Ravishankar of Highperformr, Sardana of Pronto, Sharma of Yellowkyte, and Ahuja of Irregular Alliance.
Each recipient received a physical evil-eye doll along with a letter that reframes insurance not as superstition, but as a practical safeguard against modern business risks. The campaign positions tradition as a metaphorical comfort, while drawing attention to the tangible risks startups face, including cyber attacks, employee dishonesty, contractual disputes and litigation.
Plum currently serves over 6,000 companies and more than 600,000 users, and the campaign reflects a broader category insight. India is expected to have nearly 70 million active business entities by 2026, operating in an increasingly digital and contractual environment. Despite this, less than 15% of MSMEs are adequately insured, even though many report exposure to property loss, cybersecurity threats and legal liabilities.
Shreyas Achar, head of marketing at Plum, said the idea was to make insurance feel relatable rather than intimidating. He explained that the campaign mirrors creator-led behaviour, using culture and humour to open up a serious conversation around risk management.
Each package includes a handwritten-style letter, a QR code labelled ‘For Real Protection’, and the line ‘Keep the battu for the vibes. Get Plum for everything else.’ The landing pages explain Plum’s business insurance offerings and link to founders’ social media posts, turning the campaign into a public-facing gallery of unboxings.
From a marketing standpoint, the campaign deliberately avoids conventional B2B insurance messaging. Instead of decks and data-heavy communication, Plum has leaned into cultural familiarity and physical engagement to stand out in a low-interest category.
The initiative also marks Plum’s expansion from employee insurance into broader commercial risk solutions for startups. By integrating offline artefacts with digital amplification, the campaign blends direct marketing with social visibility.
Plum was founded in 2019 and is backed by investors including Tiger Global and Peak XV Partners. The ‘Nazar Battu’ campaign underscores how the brand is attempting to reframe insurance as part of everyday founder decision-making rather than a reactive purchase.