Policybazaar Partners with RJ Balaji for Health and Term Insurance Awareness Campaign in Tamil Nadu
Chennai: Policybazaar has partnered with actor, filmmaker and radio personality RJ Balaji for a new awareness campaign in Tamil Nadu aimed at encouraging families to consider health and term insurance as part of their long-term financial planning.
According to the company, the campaign has been designed with a regional focus, using culturally relevant storytelling to encourage people to view insurance as a proactive financial decision rather than something to consider only after an emergency.
The health insurance campaign is set in a hospital and highlights the financial challenges families often face during medical emergencies. While doctors focus on a patient’s recovery, the campaign draws attention to the financial burden that unexpected treatment costs can place on households. It underscores the importance of having health insurance before such situations arise.
The accompanying term insurance campaign focuses on financial responsibility and long-term planning. It encourages earning members of families to consider how their dependents would be financially supported in the event of an unforeseen loss, emphasising the role of term insurance in protecting a family’s future.
Sai Narayan, Chief Marketing Officer of Policybazaar, said many people continue to postpone insurance decisions despite recognising their importance. He noted that RJ Balaji’s strong connection with Tamil audiences and his ability to communicate everyday experiences through humour made him a suitable choice to bring conversations around financial protection into the mainstream.
The campaign also highlights challenges consumers often face during insurance claims, particularly while dealing with hospital admissions, paperwork and billing procedures. Policybazaar said its services are intended to assist customers throughout the claims process during such situations.
Commenting on the campaign, Dheeraj Renganath, Co-founder and Chief Creative Officer of MagicCircle, said the objective was to create relatable communication that would resonate with young adults in Tamil Nadu by presenting health and term insurance through everyday situations rather than conventional advertising.
The initiative forms part of Policybazaar’s broader strategy to expand insurance awareness through regional-language campaigns and locally relevant communication across different parts of India.
