NEW DELHII: Policybazaar, a web based insurance coverage market, has launched its newest model marketing campaign that includes actor Pankaj Tripathi. The marketing campaign goals at elevating consciousness in regards to the significance of time period life insurance coverage.
Establishing an afterlife setting, the artistic marketing campaign kicks off with a seemingly affable school professor being directed to the gates of hell in a stunning flip of occasions. Baffled, he’s informed by the gatekeeper that he has dedicated a ‘ghor paap’ or sin towards his household by not buying a time period life insurance coverage in his lifetime. Performed by the charismatic Pankaj Tripathi, the gatekeeper then lets the following man into heaven since he had taken a coverage.
Sarbvir Singh, CEO of the agency, stated, “The general low insurance coverage penetration charge in India is a mirrored image of principally uninsured or underinsured individuals. Our new marketing campaign is humorous and hard-hitting in equal measures to create the utmost impression on the overall shopper mindset of procrastination.”
Sai Narayan, senior director of brand name and advertising of the agency, added that the idea behind the marketing campaign was to make customers conscious of the transience of life and the gravity of an unprecedented state of affairs. “The humour factor is meant to teach in addition to entertain them on the identical time. Tripathi is without doubt one of the hottest faces of the leisure business and his trademark type helps get our message throughout prudently among the many lots.”
Hemant Misra, managing director of artistic company MagicCircle, stated, “Demise is the one reality in our lives. For this marketing campaign, we went past the worry of demise to a worry that lives on even after demise. The worry of being remembered as the one that robbed their household of happiness. That isn’t merely against the law however a ‘Ghor Paap’. That’s the easy perception this marketing campaign relies on.”
Based on IBEF, India’s insurance coverage market dimension grew to ₹21,957.03 crore in 2022 from ₹21,389.70 crore in January 2021. The market share of personal sector corporations within the basic and medical insurance market rose to 49.31% in FY21 from 48.03% in FY20.
Supply: Live Mint