The regional campaign uses culturally rooted storytelling to encourage conversations around health and term insurance while highlighting the importance of financial protection before a crisis strikes
Policybazaar has partnered with actor, filmmaker and radio personality RJ Balaji for a new campaign aimed at driving awareness and adoption of health and term insurance among consumers in Tamil Nadu.
Created specifically for the state, the campaign leverages RJ Balaji's relatable storytelling style to encourage families to view insurance not as a purchase made after a crisis, but as an essential step towards safeguarding their future.
The campaign comprises two films. The health insurance film, set in a hospital, highlights the financial burden families often face during medical emergencies, emphasising that recovery is not only about physical health but also about protecting years of savings from being wiped out by treatment costs.
The second film focuses on term insurance, urging earning members of a family to plan for their loved ones' financial security and ensure they continue to live with dignity even in their absence.
Together, the films seek to reposition health and term insurance as acts of responsibility and care rather than simply financial products.
The campaign also addresses one of the biggest concerns faced by policyholders during hospitalisation—claims support. Policybazaar highlights its role in helping customers navigate paperwork, insurer coordination and hospital billing during critical moments, simplifying the claims process when assistance is needed the most.
Commenting on the campaign, Sai Narayan, Chief Marketing Officer, Policybazaar, said, "Insurance decisions are often delayed until something unfortunate forces you to think about it. Our effort is to change that. Health and term insurance are two of the most important financial pillars a family can have, yet many people continue to believe they can wait. This holds true even for Tamil Nadu’s financially savvy consumer base. Over the years, Balaji has built a strong connect with Tamil audiences through humour rooted in everyday life. This makes him uniquely positioned to bring financial protection conversations into mainstream culture."
Talking about the campaign, Dheeraj Renganath, Co-founder and Chief Creative Officer, MagicCircle, said, “To drive penetration of Term Insurance and Health Insurance in Tamil Nadu, our creativity had to go beyond just pushing a product proposition. It had to connect with everyday honesty, since preachiness fails with young adults. That’s why RJ Balaji was the perfect choice. He effortlessly masters the art of capturing ordinary realities with immense restraint and wit. By framing term and health insurance through light-hearted yet logical storytelling, we ensured the message lands not as rhetoric, but as an undeniable, lived truth.”
The campaign reflects Policybazaar's broader strategy of using regional languages and culturally relevant storytelling to deepen insurance awareness and adoption across the country.
