India, January 22, 2026: In a first-of-its-kind mail marketing campaign, Plum, India’s fastest-growing healthcare platform serving 6,000+ companies and 6 lakh+ users, has today launched its most audacious campaign: Nazar Battu. The company is using an artifact that has watched over Indian shops and offices for generations not to summon superstition, but to summon conversation: nearly 60 Indian founders, including Hari Ganapathy (Pickyourtrail), Ramesh Ravishankar (Highperformr), Anjali Sardana (Pronto), Siddharth Sharma (Yellowkyte), and Anant Ahuja (Irregular Alliance) among others, have received a physical evil-eye doll and a letter as a playful doorway into a serious conversation about commercial business risk protection. The premise flips the usual insurance pitch: tradition can guard the intangible anxieties, but real startups need real shields against cyber attacks, employee dishonesty, contract slip-ups, and litigation.
The campaign grows out of a lived contradiction. Across India, businesses are multiplying at historic speed: currently home to nearly 70 million active business entities in 2026 and the operating environment around them is becoming formal, contractual, and relentlessly digital. Yet commercial insurance adoption remains thin, less than 15% of MSMEs are adequately covered, even though a majority report exposure to property loss, cybersecurity threats, and legal liabilities. Plum read this disconnect as a category challenge: if businesses are becoming digital-first, risk management must become founder-first too. The Nazar Battu campaign is designed to redirect that mindset, positioning Plum Insurance as the practical safeguard for cyber incidents, internal fraud, contractual exposures, and asset risks, making insurance part of everyday business prudence rather than a distant compliance task.
Shreyas Achar, Head of Marketing at Plum, said, “The idea was to mirror modern creator behaviour and make insurance feel relatable rather than intimidating. Nazar Battus have long existed as cultural symbols meant to ward off bad luck and negative energy, and we used that metaphor to reflect the everyday anxieties founders live with, while also grounding the conversation in the very real operational risks businesses face.
Our aim was to destigmatise commercial protection and integrate it into the founder routine, instead of letting a crisis be the first touchpoint with the category. In a space where B2B communication often feels impersonal, we chose a cultural idea over another deck. We’re not mocking tradition; We’re not mocking tradition; we’re honouring it, and showing that insurance marketing can be positive, playful, and human, even for products typically associated only with bad moments.”
Each package carries a handwritten-style letter, a QR code marked “For Real Protection,” and the line that anchors the campaign: “Keep the battu for the vibes. Get Plum for everything else.”
The landing pages explain Plum’s comprehensive Business Insurance offerings while featuring links to the recipients’ Twitter and LinkedIn posts, turning the campaign into a living gallery of founder unboxings. A majority of dolls have already gone ou ,and a couple of them will reach the founders over the coming weeks as Plum extends its trust from employee insurance into commercial risk maturity for startups.
