Insurance website PolicyBazaar.com has rolled out an ad film for its new brand campaign. The campaign features recently announced brand ambassador and comedian Kapil Sharma. The film conceptualised by Lowe Lintas + Partners went on air on 22 July.
The first film from the campaign beings with Bhondulal- ji renewing his car insurance. Sharma comes up from behind and questions him if the transaction was actually complete. Sharma asks him if he compared prices, looked at the extent of his coverage and looked to see if he actually saved something. To each of the questions, Bhodu lal replies in the negative and each time Sharma shows him his trademark ‘Baba ji ka thullu’ (a slang and mannerism made popular by the comedian and Bollywood, on the lines of 'left twiddling one's thumb').
When Bhondu lal asks Sharma the meaning of the ‘thullu’, Sharma says that if he doesn’t compare, he’ll become an ‘ullu’ (fool) and thereby get a ‘Baba ji ka thullu’. The film ends with Sharma urging the audience to go onto PolicyBazaar’s website to compare policies and get the best prices and savings.
Naveen Kukreja, group CMO, PolicyBazaar, and MD, PaisaBazaar.com, said, “Our key objective this year has been to increase ‘reach’ while keeping our core communication same – instilling the habit of comparing insurance before buying in the mind of consumer. When Lowe Lintas came with this idea of marrying ‘ullu’ and ‘thullu’, the only name we could think of was of Kapil Sharma. Being a mass icon, he has a deep emotional connect with the consumer which we wanted to make best use of through a witty yet thought-provoking advert.”
Shriram Iyer, executive creative director, Lowe Lintas + Partners, added, “Policy bazaar had already created a fair bit of conversation with their advertising idea 'Ullu mat bano'. With the introduction of Kapil Sharma in the communication, we were looking to take 'Ullu mat bano' forward in a manner that would allow us to seamlessly integrate Kapil’s brand of humour.”
Creative agency: Lowe Lintas + Partners