Policybazaar has named Bollywood legend Amitabh Bachchan as its new brand ambassador and launched a nationwide campaign to help more Indian families focus on health and term insurance. The campaign, called “Parivaar Sabse Pehle” (Family Comes First), encourages people to make financial protection decisions without delay.
The campaign includes four short films where Amitabh Bachchan plays a wise and caring elder, a familiar figure in many Indian homes. Using everyday conversations, gentle humor, and heartfelt moments, he reminds families that life can be unpredictable and highlights why it’s important to secure their future in time.
This campaign is part of Policybazaar’s ongoing effort to raise insurance awareness in India. It also supports the Insurance Regulatory and Development Authority of India’s (IRDAI) goal of “Insurance for All,” encouraging people to see the value of financial protection for themselves and their families.
According to Policybazaar, the company has invested significantly over the years in educating consumers about insurance products. By partnering with Amitabh Bachchan, the brand hopes to make conversations around health and term insurance more common in households across India.
The campaign has been developed with a simple yet powerful message: people often don’t reject insurance – they simply delay buying it. Through Amitabh Bachchan’s trusted voice and relatable storytelling, Policybazaar aims to encourage families to stop postponing decisions that could safeguard their future.
The campaign officially launched on 10 July 2026 and is now running across TV, digital platforms, OTT services, and social media to reach people across India.
Amitabh Bachchan has been one of India’s most trusted brand ambassadors for decades, representing brands across healthcare, finance, consumer goods and technology. His credibility and multi-generational appeal make him a natural choice for campaigns focused on awareness and public trust. In financial services, where credibility plays a vital role, well-respected personalities can help simplify complex topics and encourage consumers to make informed decisions about long-term financial security.