Policybazaar has appointed Bollywood icon Amitabh Bachchan as its new brand ambassador, marking the launch of ‘Parivaar Sabse Pehle’, a nationwide campaign aimed at encouraging Indians to prioritise health and term insurance. The initiative seeks to address the tendency among consumers to delay purchasing insurance until an unforeseen event occurs, while reinforcing the importance of financial protection for families.
The campaign features Bachchan in the role of an elderly family member who urges his loved ones to put their family’s well-being first by securing health and term insurance. Through relatable family conversations, the campaign highlights the need to make timely financial decisions rather than postponing them.
According to Policybazaar, the campaign aligns with the Insurance Regulatory and Development Authority of India’s (IRDAI) vision of ‘Insurance for All’ and is designed to improve awareness and adoption of insurance products across the country. The company describes it as one of its largest awareness initiatives focused on helping families understand the value of financial preparedness.
Explaining the choice of Bachchan as the face of the campaign, Policybazaar said the actor’s credibility, trust, and multi-generational appeal make him a natural fit for communicating a message centred on responsibility and family security. His association is expected to strengthen the campaign’s reach across diverse consumer segments.
The campaign has been conceptualised by MagicCircle Communications and will be rolled out across television, digital platforms, print, radio, outdoor media, and social channels, ensuring nationwide visibility.
With ‘Parivaar Sabse Pehle’, Policybazaar is shifting the conversation beyond insurance products to the emotional importance of protecting one’s family. By bringing together one of India’s most trusted public figures and a purpose-led message, the company aims to encourage more Indians to make insurance a priority rather than an afterthought.
