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Metal Communications creates new campaign for Policybazaar

With the launch of its new campaign including a TVC, Policybazaar expects 250% growth in a four month window

Shachi Tapiawala | Mumbai | December 4, 2012

Policybazaar.com has rolled out a TVC campaign which highlights that as consumers, we tend to compare the alternatives before making any purchase decision. Yet, when it comes to buying insurance, we just call up an agent and buy whatever he sells us. The commercial has been created and conceptualised by Metal Communications.

The brief given to the agency was to come up with a logical extension of the brand’s last ‘Ullu Campaign’ and secondly, the TVC should take into view the customer insight and thought process. The campaign brought out the focus of communication from just comparison to comparison leading to internet insurance buying (leading to saving), which also incidentally part of the brief given to the agency.

Additionally, the commercial highlights the part about car insurance, since it is the most transactional of insurance products and also one of the largest growth areas which Policybazaar.com is betting on. Through this campaign, the brand aims to grow their car insurance business by 250% within a four month window. Commenting on the USP of the brand, Akshay Mehrotra, CMO, Policybazaar.com stated, “What is very important is that all insurance brands have to focus on highlighting product benefit or brand differentiation; we have the largest USP 'Comparison' which allows customers to become self-reliant while buying otherwise a very complex product category. Our annual marketing budget is approximately Rs. 30 crore. But for an online brand almost 70% of the budget is spent on building online marketing assets.”

A policybazaar.com targets customer online for most of their campaigns as they are more Google search focused and also approaches TV whereby they can build a high brand recall which results in better traction online and direct traffic on their site. The current campaign is available on TV and the Internet Space.

On appointment of Metal Communications, Mehrotra added, “Metal communication pitch stood out as one of the most customer insight driven amount all the teams who had pitched for our business" on talking about the campaign he said  "The new Policy Bazaar commercial questions this illogical behaviour. In the TVC, a man is about to renew a policy when his no-nonsense mother magically appears in his office and catches him in the act. She equates this with wasting money, and tells us that a simple visit to policybazaar.com could result in substantial savings."

Siddharth Prasad, VP Creative, Metal Communications added, "The mother character, brought alive by Suhasini Mulay, she is an endearing representation of the typical strong-willed lady who is always looking out for the welfare of her family as well as the rest of mankind. "


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