Policybazaar.com: Performance marketing comes to television

Policybazaar.com, an online insurance company, launched a campaign in India to build brand awareness, and establish the relevance of comparison as an important intervention in the path to purchase.

The marketing objective

Policybazaar.com India's largest online insurance aggregator portal is committed to establish the relevance of comparison, a natural human behavior in buying an insurance.

This needed a shift in current behavior within the insurance category wherein instead of identifying which policy is the best option for them, Indian consumers tend to blindly rely on agents to buy insurance policies.

Hence the marketing objective was to build brand awareness of policybazaar.comand establish the relevance of comparison as an important intervention in the path to purchase. Comparison to be further measured through impact on web traffic immediately...

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