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In today’s hyper-fragmented digital world, every swipe, scroll, or click is a make-or-break moment for brands. One wrong move and attention is gone; one right move and you’ve earned a consumer’s trust at least for a few precious seconds. For financial products like insurance, where trust and clarity are non-negotiable, those moments carry even more weight.
PolicyBazaar, India’s leading online insurance aggregator, appears to have found the sweet spot. Its content strategy doesn’t just adapt to platforms it flexes, flows, and flourishes. From intent-driven messaging on Google Search to thumb-stopping visuals on Instagram Reels, snappy storytelling on YouTube Shorts, and immersive narratives on OTT, the brand delivers one cohesive message, while letting each medium play to its strengths.
At the heart of this precision is a deep understanding of three things: the platform, the consumer, and the core proposition. In an exclusive conversation with Anushka Roy Choudhary, Samir Sethi, Head of Brand Marketing at PolicyBazaar, broke down how the company fine-tunes its messaging to suit the swipe, the scroll, and the search without ever losing sight of what matters most: building trust.
Excerpts:
How do you adapt messaging across such diverse formats like Google Search, Insta Reels, YouTube Shorts, and OTT?
The fundamental message of the brand for every category, be it term insurance or health insurance, is very specific. This message is fundamentally based on two things - One, why does the consumer need insurance in their lives, be it health or term insurance? The message remains common across platforms and mediums. However, for an audio-visual or television, it may be a little more in-depth. For an instagram Reel, it could be slightly different because the the platform is different, but the
fundamental message remains the same.
Second, it is also about why consumers should buy it from Policybazaar and how Policybazaar helps them?
This is in terms of the support we provide during claims. Basically, if your message for every product category is the same, there has to be different adaptations across various platforms, and this will continue to happen. We don’t really see a big challenge in adapting our messages across platforms because the need of the category is the same.
What content trends have surprised you in 2025?
I don’t think anything has surprised me so far, but in terms of content, I see people relying on user-generated content a lot, such as creators telling the brand stories. That’s one major shift. In terms of mediums, what has really scaled up, especially in 2025, is connected TVs. The behavior of consumers moving away from linear TV to connected TVs, is quite significant. So, both in terms of creative and media, these are the two things that are happening.
How do you view the future with AI and content?
Nobody knows what’s going to happen in a couple of years. Currently, it is human beings who are controlling what gets created through AI with the right prompts they put in. Fundamentally, AI is about a model that learns and adapts by itself. So maybe in the future, you would see an AI model having its own brain, its own creativity, and its own ultimate creative output. I don’t know how far that is, but I definitely see that coming.
Was there a moment when a campaign made you feel something unexpected?
Yes, we recently ran a national TV campaign featuring real beneficiaries. i.e. people who had taken insurance through Policybazaar and benefitted from it. They share their stories right from the purchase process to their claim experience. On the surface, it might seem like a simple campaign, but emotionally, it struck a powerful chord. It became one of our best-performing campaigns ever. That’s because in a category like insurance, trust is everything and there’s no better way to build trust than letting real people tell their stories.
Do you trust your gut feeling when evaluating campaigns?
When it comes to evaluation, it’s about the numbers. The proof of the pudding is in eating, if the campaign worked, sales numbers will reflect that. However, when choosing which campaign goes ahead, gut definitely plays a role. It’s not a blind instinct it’s experience-backed intuition. Over time, you develop a sense of what will resonate with your audience
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