Policybazaar names Amitabh Bachchan as brand ambassador, launches nationwide insurance awareness campaign
Policybazaar has appointed Amitabh Bachchan as its brand ambassador and launched “Parivaar Sabse Pehle”, a nationwide campaign to promote awareness around health and term insurance.
Policybazaar has appointed actor Amitabh Bachchan as its brand ambassador and launched a nationwide campaign aimed at increasing awareness around health and term insurance, as the online insurance marketplace seeks to encourage more Indians to prioritise financial protection.
The campaign, titled “Parivaar Sabse Pehle”, aligns with the Insurance Regulatory and Development Authority of India’s (IRDAI) vision of “Insurance for All” and will be rolled out across television, digital platforms, OTT services and social media.
A series of films featuring Bachchan portray him as a familiar family elder encouraging people to stop postponing important insurance decisions. Built around the message “Parivaar Sabse Pehle”, the campaign highlights the need to secure families against unforeseen health and financial risks.
Policybazaar said the initiative builds on its 18-year effort to improve insurance awareness and make insurance more accessible through comparison, transparency and expert guidance. The company said it has invested more than Rs 3,000 crore over the years towards building awareness around insurance products.
“When we set out to shape our biggest insurance awareness campaign, we knew it needed a voice whose credibility had stood the test of time and whose presence could inspire action. For us, there was only one name that fit that vision: Mr Amitabh Bachchan,” said Sarbvir Singh, Joint Group CEO, PB Fintech.
He added that the company hopes the campaign will encourage more Indian families to make health and term insurance a priority.
Sai Narayan, Chief Marketing Officer at Policybazaar, said, “The vision behind this campaign is simple: people don’t reject insurance, they postpone it. We wanted a voice that could gently interrupt that habit. Mr Amitabh Bachchan was a natural choice because he has earned the confidence of generations of Indians,” Narayan said.
Policybazaar said India continues to face a significant protection gap, with many families delaying the purchase of health and life insurance until they experience a medical emergency or financial setback.
