PolicyBazaar ropes in actor comedian Kapil Sharma as brand advocate

PolicyBazaar ropes in actor comedian Kapil Sharma as brand advocate

Author | exchange4media News Service | Saturday, Jul 18,2015 9:14 AM

PolicyBazaar ropes in actor comedian Kapil Sharma as brand advocate, one of  India’s leading online insurance comparison website, has roped in actor comedian, Kapil Sharma to launch its  latest  brand campaign. The new campaign would see mass icon, Kapil Sharma urging consumers to compare before buying insurance, so that they don’t become an Ullu”(a fool) and in turn get “Babaji ka Thullu” (a raw deal).

The new campaign backs PolicyBazaar’s aggressive plans to spend nearly Rs.80-100 crore on its marketing initiatives this year across offline and digital mediums, highlighting the core offering that makes PolicyBazaar special, “Compare. Buy. Save

The campaign, conceptualized by the creative team of Lowe Lintas, takes the “ullu” idea forward from the brand’s previous advertising and marries it with India’s favorite actor comedian, Kapil Sharma and his all famous colloquial term “Babaji ka Thullu

The campaign will kick off with teasers on TV today, followed by the release of 35-second TVC next week. The adverts would feature Kapil Sharma in different avatars, placing emphasis on Ab India Nahi Banega Ullu”. The company will be launching three TVCs focusing on motor insurance, term insurance and PaisaBazaar.


The PolicyBazaar launch campaign would be followed by, the non-insurance online platform of PolicyBazaar, unveiling its own brand initiative with Kapil Sharma as the lead later this month.

Speaking on the new campaign, Naveen Kukreja, Group CMO, PolicyBazaar & MD,, said, “Our key objective this year has been to increase ‘reach’ while keeping our core communication same – instilling the habit of comparing insurance before buying in the mind of consumer. When Lowe Lintas came with this idea of marrying ‘ullu’ and ‘thullu’, the only name we could think of was of Kapil Sharma. Being a mass icon, he has a deep emotional connect with the consumer which we wanted to make best use of through a witty yet thought provoking advert.”

Executive Director of Lowe Lintas, Shriram Iyer, added, “Policy bazaar had already created a fair bit of conversation with their advertising idea 'Ullu mat bano'. With the introduction of Kapil Sharma in the ‎communication, we were looking to take 'Ullu mat bano' forward in a manner that would allow us to seamlessly integrate Kapil’s brand of humour.”


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