Policybazaar scores big on awareness with India v/s Australia series on Disney+ Hotstar

Raising awareness for insurance plans requires a good mix of emotional connect, product details and ad delivery. For Policybazaar, the ‘Har Family Hogi Insured’ campaign had the first two elements in place perfectly. The videos flawlessly highlighted the importance of insurance for every family member and the various Policybazaar product offerings that cater to this proposition. In India v/s Australia ODI + Test series on Disney+ Hotstar, the brand found the most fitting opportunity to reach its target audience efficiently and at scale.

Execution & Strategy

A hit among affluent and passionate male cricket enthusiasts between 25 and 44 years, India v/s Australia ODI + Test series was an ideal opportunity for Policybazaar to connect with its target audience. The overlap in the demographics the brand wanted to reach and the viewership of the series strengthened the strategy.

To ensure high visibility for the Policybazaar campaign, Disney+ Hotstar leveraged its ConnectedTV (CTV) offerings in addition to the mobile viewers. These impactful 10-second video creatives ran as mid-rolls during ad breaks. The short, on-point messaging of the video creative, coupled with an efficient amplification strategy, helped the brand drive awareness and recall. 

Brand Speak

Impact

The campaign helped Policybazaar strengthen its Brand Association in Central India significantly. The brand successfully yielded awareness amongst its target audience of male viewers aged between 24 and 44 years.