MAM
Policybazaar unveils new term life ad campaign featuring Pankaj Tripathi
Mumbai: Online insurance marketplaces Policybazaar unveils its newest brand campaign featuring actor Pankaj Tripathi to raise awareness quotient regarding the significance of term life insurance. Presented with a healthy dose of humour, the ad film is aimed at individuals who procrastinate the crucial decision of buying term insurance for their dependents.
The low insurance penetration in India stems from the low collective public awareness regarding insurance, and Policybazaar’s new campaign deftly underlines this fact. Corresponding to the brand’s promise of insuring every family, the initiative targets the all-too-prevalent perception of stalling insurance purchases until it’s too late. The quirky ad emphasises that not buying term insurance is equivalent to a ‘ghor paap’ or unforgivable sin against one’s family.
Commenting on the launch, Policybazaar.com CEO Sarbvir Singh said, “The overall low insurance penetration rate in India is a reflection of mostly uninsured or underinsured people. We at Policybazaar have relentlessly been working towards the mission of closing the protection gap in the country and bringing it to global levels. Our new campaign is humorous and hard-hitting in equal measures to create the maximum impact on the general consumer mindset of procrastination. We want to effectively drive a strong consumer connection through this campaign and make them aware of the consequences of their indecision.”
Establishing an afterlife setting, the creative campaign kicks off with a seemingly affable college professor being directed to the gates of hell in a surprising turn of events. Downright baffled, he is told by the gatekeeper that he has committed a ‘ghor paap’ against his family by not purchasing a term life insurance in his lifetime. Played by the charismatic Pankaj Tripathi, the gatekeeper then lets the next guy into heaven since he had taken a policy!
Talking about the campaign launch, Policybazaar Group senior director brand & marketing Sai Narayan said, “Procrastination, especially when it comes to insurance, is pretty much a fundamental trait. The concept behind this campaign is to make consumers aware of the transience of life and the gravity of an unprecedented situation. The humour element is intended to educate as well as entertain them at the same time. Pankaj Tripathi is one of the most popular faces of the entertainment industry and his trademark style helps get our message across prudently among the masses.”
MagicCircle managing director Hemant Misra added, “Death is the only truth in our lives. Policybazaar is one brand that has taken this truth by the horns and coaxed a highly underpenetrated category into action. For this campaign, we went beyond the fear of death to a fear that lives on even after death. The fear of being remembered as the person who robbed their family of happiness. That is not simply a crime but ‘Paap’. Ghor Paap. That is the simple insight this campaign is based on.”
Since its inception, Policybazaar’s larger vision has been to make the insurance ecosystem more transparent and make insurance simpler for the end consumer. Our end-to-end digital assistance and diversified solutions have been vital in giving people a safer and easier way for buying, renewing, and claiming insurance for over a decade. The campaign is a part of the larger brand message of encouraging more and more people to invest in protection products for a better future for their loved ones, even in their absence.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
