Policybazaar has rolled out a campaign featuring its brand ambassador and actor-comedian Kapil Sharma that marks the latest step in the digital insurance aggregator’s effort to simplify insurance decisions with relatable, light-hearted storytelling.  

The campaign comprising two 15-seconder ad films has been conceptualised by MagicCircle and uses the 'zebra nahi gadha' (not a zebra but a donkey) analogy to highlight the importance of comparing car insurance options before purchasing. The films underscore the brand’s message that anyone who skips comparing policies on Policybazaar and ends up paying extra is a ‘gadha.’

In the first film, Sharma takes a playful dig at a person buying a car from the showroom. A similar storyline unfolds in the second film where he chides his colleague for getting his car insurance without comparing on the insurance aggregator, losing out on a chance to maximise savings.

What we think about it: The 'zebra nahi gadha' analogy, paired with Sharma’s effortless comedic connect, gives the campaign a quirky visual edge and may help it cut through the clutter. However, the 15-seconder films lack storytelling and the underlying message remains largely unchanged from previous outings making the campaign feel increasingly repetitive, thus risking viewer fatigue.

Samir Sethi, head, brand marketing, Policybazaar, said, “The ads are humorous but the pain of overpaying for something like your car insurance is very real. Whether your car is fresh out of the showroom or a few years old, buying without comparing your best options means you are paying more than you need to. The ads deliver a serious message in a relatable way - look before you leap and make smarter choices.”

Dheeraj Renganath and Natwar Singh, co-founders, MagicCircle, said, “Buying car insurance without comparing and selecting the best option from PolicyBazaar, is definitely not a smart decision. So, for this campaign, we just had to imagine how Kapil Sharma would choose to say this in his trademark and inimitable style. This is how the ‘Zebra nahi Gadha’ idea was born. Of course, with such an interesting visual, we could be sure that the campaign would break the clutter as well.”

CREDITS

Creative agency 

Co-founder & CCO: Dheeraj Renganath 
Co-founder & ECD: Natwar Singh 
Group Creative Director: Gaurangi Mathur 
Account Management - Tanvi Kalra, Siddhant Dutta

Production

Production House: Ksilent Productions
Producer: KC Pandey
Director: Amit Satyaveer Singh

Brand 
 
CMO - Sai Narayan
Head, Brand Marketing: Samir Sethi
Associate Vice President: Nivedita Gupta & Vineet Krishnan