Background
In India, insurance has long been seen as complicated and mistrusted. Customers often struggled with hidden charges, confusing terms, and doubts about where to find the best value. PolicyBazaar, India’s largest insurance marketplace, wanted to position itself as the default, trusted answer for one of the most important consumer questions: “Where can I get the cheapest insurance?”
Challenge
- Price sensitivity: Indian consumers are extremely value-conscious, especially in car and bike insurance renewals.
- Category clutter: Many local agents and online competitors claimed to offer low premiums, creating confusion.
- Trust gap: Consumers feared that “cheap” might mean compromise or hidden conditions.
- Recall: PolicyBazaar needed a memorable, repeatable slogan that made its leadership position common knowledge.
Objectives
- Establish PolicyBazaar as the first name that comes to mind for cheapest insurance.
- Remove doubt around “cheap” by making it synonymous with PolicyBazaar’s credibility.
- Create a cultural shorthand that spread easily across conversations.
- Drive growth in car and two-wheeler insurance renewals.
Strategy & Insight
Consumer Insight: In India, people love to share “jugaad” — the smartest, cheapest way to get things done. If you don’t know the obvious answer, you look out of touch.
Strategic Leap: Make PolicyBazaar the “obvious” answer to the cheapest insurance question — so well-known that people laugh if you don’t know it.
Creative Idea
✨ “Sabse Sasta Insurance = PolicyBazaar.com.”
A sticky, rhyming line that turned PolicyBazaar’s functional benefit (lowest premium) into a cultural truth.
Execution
Films / Scripts
Channel & Amplification
- TV & Digital Films: 30-seconders aired nationally.
- Social Media Shorts: 10-second punchlines for YouTube, Instagram, WhatsApp.
- Search & Performance: “Sabse sasta insurance” keyword linked directly to PolicyBazaar campaigns.
Innovation / Creativity
- Turned a rational claim into a cultural joke — asking about cheap insurance became laughable because “sab ko pata hai.”
- Blended everyday humor and chorus delivery for maximum recall.
- Ensured multi-format adaptability — from full films to bite-sized memes.
- Created a repeatable brand property that could stretch across categories (car, bike, health, life).
Results & Impact
- Top-of-mind recall for “cheap insurance” shifted strongly to PolicyBazaar.
- “Sabse Sasta Insurance” became a search trigger phrase with organic spikes.
- Significant growth in car and bike insurance renewals.
- Campaign catchphrase picked up in social chatter and memes, cementing PolicyBazaar as the default choice.