In India, while awareness of term life insurance exists, the intent to purchase remains low. The product is seen as morbid, uncomfortable and also very easy to postpone. Category communication relies heavily on logic, and talks about a whole range of things, from premiums to worst case scenarios. But, rational arguments were failing to create urgency, with the message being understood but not acted upon.

So, we asked ourselves a question. What should PolicyBazaar (the market leader) do, if the problem wasn’t education, but emotional inertia instead? That’s why we cracked an idea and turned avoidance into confrontation, with a heavy dose of entertainment.

Instead of softening the subject of death, the campaign leaned into it boldly, but reframed it as a dramatic, almost theatrical moment. We used a tug of war for the soul, between a heavenly character and a patient’s body, to dramatize the “it’s too late moment” in such a way that people can’t ignore it. Kapil Sharma’s casting as the angelic being was central to the solution. It brought familiarity, warmth, and humour to an uncomfortable topic, and allowed the brand to talk about death without becoming heavy.