Exclusive Interview With Samir Sethi, Head, Brand Marketing, Policy Bazaar

Policybazaar has been focused on providing end-to-end assistance to our customers when it comes to the entire insurance journey -right from comparing policies, and getting the great prices to buying online and to claims support.

Exclusive Interview With Samir Sethi, Head, Brand Marketing, Policy Bazaar

What was the objective behind the Mr Policy Bazaar campaign?

Objective: The fundamental objective of the campaign is to assure consumers that Policybazaar will always be there to help them with their insurance claims. Mr Policybazaar is the superhero manifestation of that promise. At a time when you or your family members are battling the anxiety of a health issue, the last thing you need is to get tangled up in protocols and paperwork. This is where Policybazaar takes the load off the consumers’ shoulders and steps in to support them. Rooted in this thought, Policybazaar’s customer-centric approach aims to address this gap, and the campaign focuses on spreading awareness regarding the brand’s 30-minute claim assistance promise. Policybazaar has been focused on providing end-to-end assistance to our customers when it comes to the entire insurance journey -right from comparing policies and getting the great prices to buying online and to claims support. The goal is to establish trust with consumers and to help people through seamless claim assistance.

What kind of RoI you are looking at with this campaign?

ROI - Drawing attention to the brand’s larger message of providing social and financial security to all, the campaign also stresses the importance of purchasing insurance. At a time when the pandemic is gaining momentum yet again, health issues are soaring at an alarmingly high rate. Following some tough lessons and seeing medical inflation translating to skyrocketing bills, insurance is the only safety shield against it. Policybazaar advocates the prudent decision of buying health insurance at a reasonable cost today to safeguard your tomorrow.

What was the promotional strategy for the Mr. Policy Bazaar campaign? What sort of investment went behind your campaign?

With an aim to transform the consumer mindset regarding insurance claims, which is often clouded by tedious processes and confusion, the campaign targets the audience across all age groups in India. We have invested heavily in the launch of this PAN India TV campaign. The campaign ran across TV, digital and social media platforms.

We have been consistently investing in increasing awareness of the importance of health and term insurance. The pandemic has definitely been a factor in nudging people into realizing the significance of insurance for securing their futures.

Policybazaar being a platform which offers a wide variety of choices from many insurance companies and as the default, destination to compare all the available options in terms of features and benefits before buying insurance.

Which format of content & platform has worked best for the Policy Bazaar in the last two years of the Pandemic? How is TVC reaping benefits for the brand?

We are always on as far as digital advertising is concerned, both search as well as video and display. We use TV advertising to help be top of mind of consumers while also being there via digital advertising when the consumer is actually actively searching for an insurance product. The Policybazaar brand has strength across the length and breadth of the country and while the bigger cities have led the demand in terms of volume, we have seen rapid growth from the smaller towns. We see TV as a medium with a very cost-effective reach among the masses and will continue to invest to maximize the demand potential from these markets.

With the recent 3 wins in the Emvies 2022 Awards, what factors led to this success. Kindly share the snippets of the three awards.

Our approach towards media planning has always been strategic, centred around driving consumer awareness, demand & ROI. We have always been very nimble to identify & leverage media properties. The focus has always been to make the most of the evolving media consumption patterns.