InsureTech (Max Life + Policy Bazaar)

BFSI·2024·CASE 10

Two BFSI partners, one playbook for trust-led creator work at enterprise scale.

Category-defining BFSI

// 01 · THE BRIEF

Two BFSI enterprises with different positioning needs. One creator-led playbook that works for both.

BFSI is the category most resistant to creator marketing, and the one that needs it most. Both Max Life and Policy Bazaar came to us with versions of the same brief: build trust without leaning on celebrity, fear, or the kind of mass-reach that loses credibility on the way through. Two different positioning problems, one underlying playbook: find creators whose audiences are already navigating the financial decisions these products serve, and let the work be educational instead of transactional.

// 02 · THE APPROACH

Right voices in the right contexts. Not celebrity-led. Not fear-led. Life-stage-led.

Max Life is the trust play: long-form creator partnerships that match audience life-stage and financial intent. Creators whose audiences are already thinking about families, dependents, and long-horizon planning. Policy Bazaar is the category-native play: making insurance discoverable through creators in the exact moments their audience is comparing products. Two ends of the BFSI funnel, two roster strategies, one editorial discipline.

// THE WORK SELECTED DELIVERABLES

Max Life Insurance

Trust-led BFSI creator activation, life-stage-matched

IG · Mar 2024

Max Life

The trust play. Build credibility for Max Life Insurance through creator partnerships that match audience life-stage and financial intent. Not celebrity-led. Not fear-led. Creators whose audiences were already navigating the kinds of financial decisions Max Life products serve.

See the work: View the Max Life Insurance creator activation on Instagram →

Policy Bazaar

The category-native play. Make insurance discoverable through creators in the exact moments their audience is comparing products. Less about brand-building, more about being present at the consideration step. Creator-native BFSI in the highest-intent surfaces.

(Detailed campaign breakdown and metrics to be added.)

Why It Worked

BFSI buyers don't want to be sold to. They want to feel like the person on screen has actually navigated the decision they're facing. The combined Max Life and Policy Bazaar work is what enterprise-scale, creator-led BFSI looks like when neither the celebrity reach play nor the fear-driven category play is the right answer.

// NEXT TALK TO US

Have a brief in bfsi?

Talk to us about InsureTech (Max Life + Policy Bazaar)→

Two BFSI enterprises with different positioning needs. One creator-led playbook that works for both.

Right voices in the right contexts. Not celebrity-led. Not fear-led. Life-stage-led.

Max Life

Policy Bazaar

Why It Worked

India's first fully AI-generated digital ad. 30 days, end-to-end.

Four Xiaomi launches across categories that have nothing in common except the brand.

Moj's first 301 quality creators, in the eight weeks after TikTok left India.

Have a brief in bfsi?

v1.0 · 2020