~ InsuranceDekho’s brand anthem puts Sourav Ganguly beside 6.4 lakh digital partners — music, not product jargon, to close Bharat’s insurance trust gap ~
Gurugram, September 2026: InsuranceDekho has rolled out #BharatDekhoBadhRahaHai, a brand anthem built around access, trust and service rather than product explainers. The film puts Sourav Ganguly in frame with Founder & CEO Ankit Agrawal, employees and the platform’s 640,272 digital partners — a network the brand says is helping close insurance’s trust deficit across Bharat.
The creative bet is musical, not educational. “Insurance is the hardest category in the world to explain and the easiest one to feel,” Joyeeta Ghosal, Head of Marketing, InsuranceDekho, told Adgully. Music travels — hummed, forwarded, playing in a partner’s shop in Jhansi without anyone deciding to “watch an ad.” An anthem, she argues, can hold emotion and scale in one frame: real advisors, real homes, real milestones, one melody carrying all of it — then cut into chapters, regionalised and extended into an advisor docu-series.
Numbers do the rest of the lift. The platform points to six lakh digital partners who have changed their own lives while protecting two crore families, with access to 750+ products from 52+ insurers especially aimed at Tier-2 and Tier-3 cities. Partner stories in the film stay deliberately small and specific — an auto driver who built the home he once only dreamt of, a father who finally repaid a long loan, a household that could afford an AC through a tough summer or get a house painted before a festival.
Media is digital and social only. Rural India is now 548 million internet users (57% of the country’s internet base), growing at roughly four times the urban pace, and 588 million Indians (61% of the online population) watch short videos — so the brand is betting chapters, languages and week-by-week reads over a mass TV buy. Partners double as distribution: the same six-lakh network will carry the films into WhatsApp groups across 1,500-plus cities and towns. Ganguly’s role is framed as recognition, not endorsement — backing small-town talent the way he once backed young players — because in Bharat, Dada is shorthand for someone who keeps his word.
Marketing take: When trust is the barrier, put the advisor on screen and let music do what product copy can’t. Views are hygiene; brand search and partner sign-ups are the scorecard.
