Ad Campaigns
Policybazaar announces new tagline ‘Har Family Hogi Insured’ to strengthen its brand
Mumbai: Online insurance marketplace Policybazaar has announced its new tagline – Har Family Hogi Insured to underscore the brand’s vision of a healthy and well-protected India.
The tagline reinforces the company’s mission to help the Indian middle-class deal with the 3D’s death, disease and disability. The campaign is inspired by Insurance Regulatory and Development Authority (IRDAI) chairperson Shri Debashish Panda’s vision of providing insurance to each family by 2047.
To further expand and deepen insurance penetration in India, Policybazaar has strengthened its physical presence with over 500 dedicated field agents, 35 newly-opened retail outlets and 6 new major centres apart from its existing Gurgaon and Mumbai operations.
To cater to different regions and engage with customers, especially in Tier two and tier three cities, the brand provides native language support in 11 languages to guide them throughout the policy lifecycle.
“With our commitment to putting customers at the centre of our services, we have been able to successfully enhance the level of insurance awareness for our existing consumers,” said Policybazaar.com co-founder and group CEO Yashish Dahiya. “We want to take the insurance distribution and access to every nook and corner of the country. This refreshed brand commitment focuses on tier 2 & 3 cities for advancing a higher level of awareness regarding insurance protection. The new tagline launch emphasizes our aim to democratise insurance in India where each member of the household is insured.”
Even after witnessing an increased adoption after the pandemic, insurance penetration in India still remains low as compared to countries like the USA and China. At present, only 20 per cent of India’s 60 million families, i.e., people with more than $6000 per year income have adequate insurance coverage.
“Our focus has always been on improving India’s insurance penetration and casting a wider financial safety net for each family in the country,” said Policybazaar.com CEO Sarbvir Singh. “Our new tagline to Har Family Hogi Insured strongly re-emphasizes the brand’s core values and focus. Customers in smaller towns and cities are now increasingly gravitating towards adequate insurance coverage. We are also seeing a steady shift in the business mix with 59 per cent of our insurance business coming from non-tier 1 cities, up from 28 percent in FY17.”
Policybazaar is a leading digital insurance marketplace with a 93.4 per cent market share among all online insurance distributors, its 48 million customer base and over 126 million platform visitors.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
