As part of the campaign, Bachchan will appear in a series of videos as a family elder encouraging people not to postpone choices on health and term insurance.

Policybazaar has named Bollywood superstar Amitabh Bachchan as its brand ambassador as part of a new campaign to raise awareness of health and term insurance.

The “Parivaar Sabse Pehle” campaign supports the Insurance Regulatory and Development Authority of India’s (IRDAI) aim of “Insurance for All” and encourages families to prioritize financial safety.

As part of the campaign, Bachchan will appear in a series of videos as a family elder encouraging people not to postpone choices on health and term insurance.

Sarbvir Singh, Joint Group CEO of PB Fintech, commented on the collaboration, saying, “When we set out to build our largest-ever insurance awareness campaign, we realized it needed a voice whose reputation had survived the test of time and whose presence could inspire action. For us, only one name suited that vision: Mr. Amitabh Bachchan. Policybazaar’s purpose has always focused on raising insurance awareness. Over the years, we have invested over Rs 3,000 crore in raising awareness about insurance products. We believe Mr Bachchan can help make insurance a topic of conversation in every Indian home, inspiring millions more families to protect what is most important.”

Sai Narayan, Chief Marketing Officer of Policybazaar, explained, “The objective behind this campaign is simple: consumers do not refuse insurance; they postpone it. We sought a voice that could gently break that tiresome habit. Mr Amitabh Bachchan was an obvious choice since he has gained the trust of generations of Indians. We hope that this ad encourages millions of Indians to quit procrastinating the most important choices.”

The ad will be launched on television, internet platforms, OTT services, and social media as part of Policybazaar’s efforts to raise awareness of insurance products and encourage more people to buy health and term insurance.