Policybazaar has announced veteran actor Amitabh Bachchan as its brand ambassador, marking the beginning of a new campaign for health and term insurance awareness.

In line with IRDAI's vision of Insurance For All, the campaign aims to encourage every Indian family across the country to prioritise financial protection and secure their future.

The campaign brings this idea to life through a series of relatable films in which Bachchan plays the familiar elder every Indian family recognises. With warmth, gentle humour and occasional exasperation, he questions loved ones who keep postponing decisions that could protect their future. Underpinned by the message, ‘Parivaar Sabse Pehle’ (Family comes first), the films deliver a simple reminder: tragedy doesn't wait for the right time, and neither should you.

Sarbvir Singh, joint group CEO, PB Fintech, said: "When we set out to shape our biggest-ever insurance awareness campaign, we knew it needed a voice whose credibility had stood the test of time and whose presence could inspire action. For us, there was only one name that fit that vision: Mr Amitabh Bachchan. Insurance awareness has always been at the heart of Policybazaar's mission. Over the years, we have invested more than Rs 3,000 crore in driving awareness around insurance products. We believe Mr Bachchan can help make insurance a conversation in every Indian household, encouraging millions more families to protect what matters most."

Sai Narayan, chief marketing officer, Policybazaar, said: "The vision behind this campaign is simple: people don't reject insurance, they postpone it. We wanted a voice that could gently interrupt that tiring habit. Mr Amitabh Bachchan was a natural choice because he has earned the confidence of generations of Indians. We hope this campaign nudges millions of Indians to stop postponing the decisions that matter the most."

Dheeraj Renganath, co-founder and CCO, MagicCircle and Natwar Singh, co-founder and ECD, MagicCircle said: “By anchoring PolicyBazaar’s purpose in Mr. Bachchan’s unmatched societal authority, we are establishing 'Parivaar Sabse Pehle' as an absolute, non-negotiable reality. We knew we had to write scripts that allow Mr. Bachchan to speak with the fierce, unvarnished love of a parent who has simply run out of patience.”

The integrated campaign has been rolled out across television, digital platforms, OTT services and social media on 10 July 2026. 

Credits:

Policybazaar marketing team

Sai Narayan - CMO, Policybazaar
Samir Sethi – head, brand marketing
Nivedita Gupta - deputy vice president - brand
Vineet Krishnan - associate vice president - brand

Creative Agency: Magiccircle Communication
Founder and MD: Hemant Misra
Co-founder and creative heads: Dheeraj Renganath and Natwar Singh
Associate partner and COO: Ashit Chakravarty
Creative team: Rishabh Gupta and Hemant Yadav
Group account head: Siddhant Dutta