Policybazaar.com, an online insurance comparison portal, has launched India’s first-ever television commercial on two wheeler insurance, as part of its larger campaign to popularize the product.
The company’s two wheeler insurance campaign aims to grow the category and help more and more people understand the importance of having insurance.
Given getting a two-wheeler insurance is being perceived as a difficult process, the campaign’s core communication focuses on the simplified process that makes it convenient for consumers to insure their two-wheeler in a hassle-free way.
It’s worth noting here that more than 75% of two-wheelers in India (as per insurance regulator) run without insurance, putting road-users like pedestrians and cyclists at high risk.
Commenting on the initiative, Naveen Kukreja, Group CMO, PolicyBazaar.com, said: “The number of two-wheelers on roads are higher than four-wheelers in India, but the insurance penetration of two-wheelers is lower than that of four-wheelers.
We felt that there is a huge opportunity to create awareness about the insurance aspect, which is ironically mandatory by law.
Our key messaging for the campaign derived from the problem. Those who are currently not buying two-wheeler insurance is because they perceive it as a cumbersome process.
From this problem statement was born our statement thought – photo do, insurance lo(Click a picture. Upload your RC. And get insurance).
We are using Kapil Sharma’s mass appeal to target the mass audience. Our message is — it’s easy and it’s online.”
It is conceptualized by Lowe Lintas and is being aired across different genre of TV Channels including GEC, News, Movies & English Entertainment such as Set Max, UTV Movies, Zee Cinema, & Pictures, India Today, NDTV 24X7, NDTV Profit, Zee Business, CNN News 18, ABP News etc.
The month-long campaign is in sync with the brand’s overall core offering — “COMPARE. BUY. SAVE..
The two-wheeler category is the single largest automobile market in India, however being a low-cost low-margin insurance product, insurers have so far given low priority to this category.