Policybazaar has appointed Amitabh Bachchan as its brand ambassador, launching what it calls India's biggest insurance awareness movement under the campaign 'Parivaar Sabse Pehle.'
The campaign aims to encourage Indian families to prioritise health and term insurance, aligning with the Insurance Regulatory and Development Authority of India's (IRDAI) vision of 'Insurance for All.' It marks one of the largest brand partnerships in India's insurance sector.
The integrated campaign features Bachchan in a series of films where he plays a familiar family elder urging loved ones not to delay decisions around financial protection. Built around the message 'Parivaar Sabse Pehle,' the campaign highlights the importance of securing families against unforeseen events.
Commenting on the initiative, Sarbvir Singh, Joint Group CEO, PB Fintech, said: "When we set out to shape our biggest-ever 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. Insurance awareness has always been at the heart of Policybazaar's mission. Over the years, we have invested more than Rs 3,000 crore in driving awareness around insurance products. We believe Mr Bachchan can help make insurance a conversation in every Indian household, encouraging millions more families to protect what matters most."
Sai Narayan, Chief Marketing Officer, Policybazaar, added: "The vision behind this campaign is simple: people don't reject insurance, they postpone it. We wanted a voice that could gently interrupt that tiring habit. Mr Amitabh Bachchan was a natural choice because he has earned the confidence of generations of Indians. We hope this campaign nudges millions of Indians to stop postponing the decisions that matter the most."
Dheeraj Renganath, Co-founder & CCO, and Natwar Singh, Co-founder & ECD, MagicCircle, said: "By anchoring PolicyBazaar's purpose in Mr. Bachchan's unmatched societal authority, we are establishing 'Parivaar Sabse Pehle' as an absolute, non-negotiable reality. We knew we had to write scripts that allow Mr. Bachchan to speak with the fierce, unvarnished love of a parent who has simply run out of patience."
The campaign will be rolled out across television, digital platforms, OTT and social media as part of Policybazaar's broader efforts to expand insurance awareness, increase financial protection and bring more first-time buyers into the insurance ecosystem.
