Taalo nahi, le daalo: Yamraj 2.0

Insurance is not just a tax saving or investment option, it is much more than that. Protection from death, disease and disability is the ideal reason for buying an insurance policy and that has been the core of all communication initiatives at Policybazaar. Equally important is the need to create awareness around it.
  
We believe the best way to create a lasting impression among the masses is by communicating with them in an entertaining and humorous manner even if we are talking about a serious issue. 

Policybazaar’s TVCs of Yamraj give a strong message of securing financial future of the family shown in a funny manner.

Moreover, the new-age Yamraj’s character dressed in a suit appealed to the audiences along with Akshay’s popularity which was the icing on the cake.  

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“With the first film, we established Yamraj's character and it became extremely popular. So, we didn’t want to leave the character behind and took the next step by launching the second film featuring the same character. Moreover, Akshay's popularity and fan base have helped us reach out to a lot more people," he adds. 

“The campaign stood out because it used fear but in a humorous way. The first visual that comes to my mind when I think of Yamraj 2.0 was Akshay. A high visibility face helps in driving the brand across much better and in that way, Akshay being the face of the campaign has helped,” Prasad Sangameshwaran, Editor, ET Brand Equity says. 

The campaign draws attention to the time-sensitivity of buying term insurance. It shows the complications that families can face in the absence of the primary breadwinner, hence, the importance of buying term insurance due to the uncertainties of life. 

The protagonist of the campaign is a middle-class man with a wife and a kid, walking on a street in a marketplace. The wife asks him to buy a term insurance policy today as he has been procrastinating for quite long. The man doesn’t take her seriously and tells her that he will get it done as he isn’t dying right now. 

Immediately, he falls into a manhole and reaches an inferno where he meets Yamraj (Akshay Kumar). He pleads him to leave him as he has to run the household, fund his child’s education and pay EMI of the house. Yamraj asks him why he didn’t buy a term insurance to which he answers that he procrastinated. He then gets a thrashing for being ignorant.  

The most common reason behind consumers not getting themselves insured is procrastination. Therefore, the campaign has the tagline-‘Taalo nahi, Policybazaar.com se le daalo’. 
 
Santosh Agarwal, Head Life Insurance, Business Unit, says, “The cost of term insurance is also extremely nominal. The benefits coupled with the peace of mind that this product offers is unique and should be availed by all." 

Even in the first film, the message was depicted in a similar way wherein Yamraj comes at the hospital bed of a patient who requests him to leave because he has family responsibilities. In all the campaigns, the story is based on day to day lives of a common man so that consumers can connect with it. 

Sethi further explains that the impact of the ad has been huge as customer inquiries for term insurance and eventually sales more than doubled after its release.

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