Policybazaar.com launches first-ever regional campaign for Karnataka Markets
Policybazaar.com, India's largest insurance marketplace, and comparison portal has launched its first-ever regional brand campaign for Kannada market. The new regional brand campaign has been created to target the 2 cr+ two-wheeler users in Karnataka, emphasizing on the ease of renewing online and on time.
Although motor insurance is mandatory in India, most of the two-wheeler users plying on roads do not have valid insurance, including those in Karnataka as over 50% of two-wheelers plying on the roads do not have bona fide insurance. Among the common reasons for not renewing the policy after it has lapsed, is lack of awareness on how to go about the process and the misconception among the consumers that the process is extremely cumbersome.
Sai Narayan, Associate Director - Marketing, Policybazaar.com, said, “It has been our experience that consumer inertia relating to the process involved in renewing their two-wheeler insurance is the root cause of high-levels of insurance expiration to renewable ratio, particularly in the two-wheeler segment and Karnataka is no different. Through this exclusive Karnataka TVC campaign, we are looking to educate the stakeholders in the state on the seamless process involved in purchasing insurance from our portal. All they have to do is upload the RC and the rest gets taken care of, with the population of the state being smartphone savvy, we expect the messaging to make a deep-rooted impact through this meticulously designed week-long campaign."
Karnataka has a huge two-wheeler base and state’s capital, Bengaluru, with 50+ lakh two-wheelers, is the second largest city after Delhi in terms of registered bikes and is home to the maximum number of two-wheelers plying on its roads in the country. Policybazaar.com expects the new campaign to help them achieve a 120% jump in the number of policies it is selling in the state, taking the policies sold each month from around 150,000 to 330,000.
In the TV commercial, Policybazaar.com highlights the seamless process it has introduced on its portal for renewing lapsed two-wheeler policy, wherein, all a consumer has to do is to click the picture of the Registration Certificate and upload it on the website to compare all the plans available for buying and make the purchase.
Policybazaar.com is aggressively trying to harness the potential two-wheeler insurance segment has in the southern states. In fact, it is the first open architecture marketplace to have launched a dedicated multilingual interface designed to help two-wheeler users in the tier-II and tier-III cities to research and buy online in their native language.
While the two new two-wheeler platform is available in six major regional languages -- Hindi, Tamil, Telugu, Kannada, Malayalam and Bengali, the company plans to add more vernacular languages to this list. Since the launch of this feature, more than 10,000 users from Karnataka have availed the services of Policybazaar.com in their local language.
The one-week long TVC has gone live on 08th September and will be aired across 14 prominent channels in the state, which includes, Zee Kannada, Colors Kannada, Star Suvarna, Udaya TV, Colors Super, Udaya Movies, Public Movies, TV9 Kannada Public, TV News18 KANNADA, BTV, Dighvijay24x7, News SUVARNA News 24X7 and TV5 Kannada.