December 2023 Advertiser of the month: Policybazaar
January 15th, 2024, YouGov

December 2023 Advertiser of the month: Policybazaar

Policybazaar has registered the biggest increase in advertising awareness in India for the month of December 2023, of all the brands tracked by YouGov in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the insurance company saw an uplift of 6.3 percentage points between 26 November and 24 December 2023. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

The brand recently brought back Kapil Sharma as its brand ambassador and launched a campaign to educate customers about the benefits of comparing and buying insurance. The comedic genius’ relatability helped enhance the brand’s awareness among masses. According to data from YouGov BrandIndex, Policybazaar’s Ad Awareness score rose from 36.5 on 26-Nov to 42.8 on 24-Dec.

Next, YouTube premium recorded a 5.8-point spike in Ad Awareness from 22.36 on 28 Nov to 28.19 by 24 Dec. Popular automotive brand Honda also saw its ad awareness climb 5.3 percentage points during this time. In December, the brand announced the 12th edition of ‘Drive to Discover’- an initiative to enable journalists to drive and experience Honda’s latest cars on new routes in India. The experiential videos on YouTube created a positive chatter online and helped uplift the brand’s awareness among Indian consumers.

Air India (uplift of +4.6) and L’Oréal Paris (+4.4) were other brands that saw uplifts in their Ad Awareness during the four-week period.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. These surveys have been conducted from 26 November to 25 December 2023 using an online interview administered in English to members of the YouGov India panel of nearly 200,000 individuals who have agreed to take part in surveys. While the panel represents adult urban internet users at large (18 years of age and above), who are able to read and understand English (and primarily NCCS A*), YouGov uses the quota sampling approach, maintaining certain quotas by age, gender, states and city tiers to have a representative sample. These quotas are derived basis Census 2011 data. Currently YouGov tracks around 500 brands across 15 sectors in India.