Policybazaar, India’s largest online insurance marketplace, has appointed veteran actor Amitabh Bachchan as its brand ambassador. He will lead a nationwide awareness campaign titled “Parivaar Sabse Pehle” (Family Comes First), developed by MagicCircle Communications, aimed at encouraging Indian families to prioritise health and term insurance. The campaign aligns with the Insurance Regulatory and Development Authority of India’s (IRDAI) vision of “Insurance for All by 2047.”
About Policybazaar
Policybazaar was founded in June 2008 by Yashish Dahiya, Alok Bansal, and Avaneesh Nirjar in Gurugram, Haryana. It started as an insurance comparison website at a time when the Indian insurance industry lacked transparency and policies were largely sold through agents. The platform allowed customers to compare multiple insurance policies side by side, bringing transparency to a traditionally opaque market.
Over the years, Policybazaar evolved from a price-comparison portal into a full-fledged insurance marketplace where users can research, compare, and purchase policies across life, health, motor, travel, and corporate insurance. In 2015, the company launched its mobile app for Android and iOS users.
The company is the flagship platform of PB Fintech Ltd., which went public in November 2021 with an issue price of ₹980 per share. PB Fintech reported a revenue of ₹3,438 crore in FY24 and has sold over 4.2 crore policies to date. Today, Policybazaar is India’s largest insurance aggregator and has also expanded its operations to the United Arab Emirates. The company has invested more than ₹3,000 crore over the years in driving awareness around insurance products across the country.
Amitabh Bachchan and Trust-Based Endorsements
Amitabh Bachchan, at 83, remains one of India’s most sought-after brand ambassadors, with a career spanning more than five decades in cinema and public life. His credibility rests on a carefully built reputation for consistency, professionalism, and gravitas. Over the years, he has endorsed brands across banking, jewellery, packaged water, basmati rice, and healthcare categories, all of which depend heavily on consumer trust.
His association with the Pulse Polio campaign beginning in 2002 is widely regarded as a landmark in Indian public health communication. The campaign, with the iconic tagline “Do Boond Zindagi Ki”, featured Bachchan sternly urging parents to vaccinate their children. The approach was so effective that mothers in rural India reportedly brought their children to vaccination camps simply because they believed Amitabh ji would be angry if they did not. India was declared polio-free by the World Health Organization in March 2014.
Bachchan has served as a UNICEF Goodwill Ambassador since 2005 and was appointed a UN Ambassador for the Girl Child in 2014. His presence on television as the host of Kaun Banega Crorepati, which has aired continuously since 2000, has made him a familiar figure across generations.
The Policybazaar appointment follows the same logic that has guided Bachchan’s major endorsements. Insurance is a category where purchase decisions are driven by trust, not impulse. Buyers need to believe that the platform will deliver on its promises when a claim arises. By choosing Bachchan, Policybazaar is borrowing the credibility he has built over a lifetime to bridge the trust gap that keeps many Indian families from buying insurance.
The ‘Parivaar Sabse Pehle’ Campaign
The campaign “Parivaar Sabse Pehle” (Family Comes First) was conceptualised by MagicCircle Communications, a Gurugram-based creative agency founded in 2018 by Hemant Misra and Dheeraj Renganath. The agency has worked with major Indian brands including MakeMyTrip, Goibibo, and Zomato.
The campaign features four short films in which Bachchan plays the role of a familiar elder in an Indian family. Using warmth, gentle humour, and occasional exasperation, he questions family members who keep postponing decisions about health and term insurance. The core message is simple: people do not reject insurance, they postpone it. The campaign aims to interrupt that habit.
Sarbvir Singh, Joint Group CEO of PB Fintech, said the company set out to create its biggest-ever insurance awareness campaign and needed a voice whose credibility had stood the test of time. He added that the company believes Bachchan can help make insurance a conversation in every Indian household.
Sai Narayan, Chief Marketing Officer of Policybazaar, said the vision behind the campaign was simple: people do not reject insurance, they postpone it. Bachchan was chosen because he has earned the confidence of generations of Indians.
The campaign has been rolled out across television, digital platforms, OTT services, print, radio, outdoor media, and social channels. It targets audiences across urban and emerging markets, aiming to deepen insurance awareness and bring first-time buyers into the insurance ecosystem.
Aligned with IRDAI’s Insurance for All Vision
The campaign directly supports IRDAI’s “Insurance for All by 2047” vision, which aims to ensure every Indian citizen has appropriate life, health, and property insurance coverage, and every enterprise is backed by suitable insurance solutions by the country’s centenary of independence.
IRDAI, the insurance sector regulator, was established in 1999 under the Insurance Regulatory and Development Authority Act, 1999. It is headquartered in Hyderabad. To accelerate progress toward the 2047 goal, IRDAI launched the Bima Trinity in February 2025, a three-pronged digital infrastructure initiative:
| Component | Function |
|---|---|
| Bima Sugam | A digital marketplace designed as the “UPI of insurance,” enabling customers to buy, renew, compare, manage policies, settle claims, and file grievances through a single interface |
| Bima Vistaar | India’s first composite insurance product covering death, personal accident, property damage, and surgical hospitalisation under a single policy, priced at ₹1,500 for individuals and ₹2,420 for families |
| Bima Vahak | A women-centric distribution network deploying insurance agents in every Gram Panchayat to improve rural access |
The government has also enacted the Sabka Bima Sabki Raksha (Amendment of Insurance Laws) Act, 2025, which raised the FDI limit in Indian insurance companies from 74% to 100%, fully exempted GST on individual life and health insurance policies, and strengthened policyholder protection. These reforms are intended to attract foreign capital, improve affordability, and expand coverage.
Despite these measures, India’s insurance penetration remains low. In 2024-25, insurance penetration stood at 3.7% of GDP, roughly half the global average of 7.3%. Life insurance penetration declined to 2.7%, while non-life remained flat at 1%. Insurance density, measured as per capita premium, was just $97, compared to the global average of $943. In 2024-25, the sector issued 41.84 crore policies, collected premiums of ₹11.93 lakh crore, and paid claims of ₹8.36 lakh crore. The gap between India’s economic growth and insurance adoption underscores the scale of the challenge that campaigns like Parivaar Sabse Pehle aim to address.
Key Takeaways
- Policybazaar, founded in June 2008 in Gurugram by Yashish Dahiya, Alok Bansal, and Avaneesh Nirjar, is India’s largest online insurance marketplace and a subsidiary of PB Fintech Ltd.
- Amitabh Bachchan has been appointed as Policybazaar’s brand ambassador to lead the “Parivaar Sabse Pehle” campaign, developed by MagicCircle Communications.
- The campaign supports IRDAI’s “Insurance for All by 2047” vision, which aims for universal insurance coverage by India’s centenary of independence.
- IRDAI, headquartered in Hyderabad, was established in 1999 under the Insurance Regulatory and Development Authority Act, 1999.
- India’s insurance penetration stood at 3.7% of GDP in 2024-25, half the global average of 7.3%, with insurance density at just $97 per person.
- Bachchan earlier led India’s iconic Pulse Polio campaign (“Do Boond Zindagi Ki”), and India was declared polio-free by the WHO in March 2014.
