Policybazaar.com is a website that provides information on insurance policies. The biggest online insurance marketplace in India has produced a new digital video based on the conventional concept of a family. The film, which was released on Independence Day, focuses on core human values such as lending a helping hand in times of need, which is reminiscent of insurance. The brand desired to convey a positive, larger-than-life message while remaining relevant to the category.
The digital video is based on the touching true tale of a street violinist in Kolkata who used to perform at renowned cafes. However, because no one is interested in his craft, he is compelled to make money by playing on the streets. One day, a motorbike drives over his violin, shattering it. The heartbroken violinist flees across the road. As he looks at his destroyed violin, he has a sorrowful moment. That is when a surprise twist occurs, leading the spectator on a journey in which the protagonist is overwhelmed by the love and support he gets from everyone around him. This is similar to insurance, which is always available to help you when you need it the most.
The narrative has several levels, and it perfectly depicts the heart of Independence Day. The film depicts people banding together to aid the protagonist, implying that India’s strength resides in its variety. The film discreetly conveys the Policy bazaar’s basic aspect of providing a support system for clients in the event of an unanticipated emergency.
Sharat Dhall, COO of Policybazaar, stated of the film’s release, “This digital video is a trip with one primary theme – the necessity of a support system.” The narrative portrayed here has a subtle but powerful underlying message of love and support. While the ultimate objective is definitely to make people recognise the necessity of insurance in their life, the parallel message of people banding together to aid someone in need is more powerful.
The video does an excellent job of capturing this creatively and responsibly, putting the idea of people joining together to help front and centre. Scarecrow M&C Saatchi conceptualised the campaign. “We wanted to convey a narrative that strikes the heart,” Raghu Bhat, Scarecrow M&C Saatchi Co-founder, stated. We began by imagining a unique character: a street musician who is skilled in his profession and likely used to perform in one of Kolkata’s finest nightclubs, but no longer had any takers. When he is most vulnerable, however, he finds that he is not alone and that he has a “family” who is willing to assist him. It’s a global narrative about unconditional love and innate human goodness that applies to the insurance industry.”
This one-of-a-kind storey about a street musician hits all the right notes and strikes a chord. The film has a unique plot that we don’t often see in the financial services industry. With its numerous twists and turns, it manages to keep the audience’s interest, ending in a penny-drop moment.