Buying an insurance policy is not easy, with hundreds of options and fine print. But with policybazaar, the choice was simple with clear comparison based purchase guidance for the consumer. Problem was – people didn’t know this and were still buying policies without any comparison. We had to change behaviour and jolt people into trying the brand out. And what better way to do that without offending people than to use the archetype of the all-knowing Indian mother who admonishes her ‘Chintu’. The incredibly successful ‘Maaji’ series of TVCs built high recall for the brand and pushed people into trials and conversions.