Policybazaar.com has rolled out a campaign featuring actors Gulshan Grover and Shakti Kapoor to strengthen the brand’s communication and boost insurance penetration in India.
Conceptualised by MagicCircle, the films showcase well-known Bollywood villains encouraging two men to become their family’s insurance heroes and secure their future with health insurance. The films illustrate the financially adverse aftermath of an unannounced medical emergency in the absence of insurance.
The seven films depict the common buyer sentiment of procrastination when it comes to purchasing insurance. Created in multiple versions, the films revolve around the same theme and the same core message. It showcases, Grover and Kapoor, in their classic Bollywood villain avatar reprimanding the buyers in the films and ask them to not become the family’s villains by draining the household’s hard-earned savings. The series of films end on a light note with the actors’ message to the people - 'family ka hero bano yaar!' (become the family's hero).
Sai Narayan, senior director, brand and marketing, PB Group, says, “Even after the pandemic-led uptick, insurance awareness is still low in India. Purchasing insurance is still a happenstance and not a proactive choice for many even though health emergencies are on the rise. With this campaign, we aim to change this mindset and induce the understanding that not safeguarding their families’ future is no less than a villainous act. Gulshan Grover and Shakti Kapoor’s massive popularity as Bollywood’s favourite on-screen villains greatly helps with the recall value of the campaign.”
Hemant Misra, managing director, MagicCircle, said, “While fear is a potent emotion for the Insurance sector, it is important to look beyond the obvious facets of fear. Every father is a hero in their family - imagine them being called a villain and that too by the most iconic villains of Bollywood. The campaign uses this aspect to jolt the ‘unplanned’ family men into action.”
Senior director - brand and public relations: Sai Narayan
Vice president and head of brand marketing: Samir Sethi
Senior brand manager: Nivedita Gupta
Senior media manager: Vineet Krishnan
Production house: K Silent Productions
Director: Vasan Bala
Executive producers: KC Pandey and Riazat Khan
Managing director, MagicCircle: Hemant Misra
Executive creative directors, MagicCircle: Natwar Singh and Dheeraj Renganath