In 2021, Policybazaar.com, the online portal operated by Policybazaar Insurance Broking Private Limited, released its new digital film centred on the message that good always triumphs. The film reinforced the traditional Dussehra theme of the victory of good over evil, but used an interesting visual idea to convey it.
The film opened with a Ram-Leela troupe rehearsing for their Dussehra play, which eventually got cancelled due to zero ticket sales. Raavan, played by the central character of the film, happened to glance at a stanza from the script that read, “Karmon mein achai ho, Hriday mein sachai ho, Dare na sankat se jo, Sada uski bhalai ho.”
These words had a transformative effect on him. He goes across the city performing acts of goodness. His deeds were noticed by people, and soon his videos went viral. This leads to a happy outcome as audiences queued up to buy tickets for the play, which eventually ran to a full house.
In a symbolic way, the story showed that there was inherent goodness in every individual and it was important to protect and nurture it. The central character in our film, playing Raavan, overcame his disappointment by launching into a series of good deeds and ended up saving the Ram-Leela play. Similarly, in life, every individual should secure their good, i.e., their family’s future, with insurance.
The campaign was conceptualised by Scarecrow. The story forged a memorable character that stayed in the mind forever. A Raavan who vanquished his anger and pride and embraced goodness was a fresh and relevant metaphor for Dussehra. The creative breakthrough was to use Raavan to illustrate the larger message of ‘Goodness begets goodness’. The hashtag #ProtectTheGood brought it all together and connected it to the insurance category.
By extrapolating “goodness” to the goodness within a person, the film delivered a larger-than-life message and created strong salience around the occasion of Dussehra. The highly disruptive visual device of a ten-headed Raavan performing acts of kindness across interesting street locales became a clutter-breaker. It stayed in the mind for a long time.