A controversial PolicyBazaar commercial selling time period life insurance coverage has ignited widespread condemnation throughout social media platforms, with critics labelling it “disgusting” and “insensitive” for its portrayal of a grieving widow.
The commercial, which aired through the high-stakes India versus Pakistan ICC Champions Trophy match on 23 February, depicts a just lately widowed girl expressing frustration in the direction of her deceased husband’s {photograph} for failing to buy time period life insurance coverage earlier than his demise. The advert continues to be sparking conversations across the web.
Am I the one one who finds this PolicyBazaar advert outrageously insensitive?
Be part of me to Boycott @policybazaar pic.twitter.com/hJUvHvfXpG
— Barkha Trehan / बरखा त्रेहन (@barkhatrehan16) February 24, 2025
Within the 30-second business, the grieving girl is proven lamenting, “Fundamental faculty ki charges kaise bharungi, ghar ka kharcha bhi hai?” (How will I pay the college charges? There are additionally family bills). She then turns to her late husband’s garlanded {photograph} and remarks, “Tum toh time period life insurance coverage liye bina hello chale gaye” (You left with out even shopping for time period life insurance coverage).
Monetary consciousness vs emotional sensitivity
The commercial has sparked debate in regards to the stability between selling monetary literacy and sustaining emotional sensitivity. Whereas the intention might have been to focus on the significance of monetary planning, the execution has been perceived by many as callous and tone-deaf.
When commercials sort out delicate topics like demise and monetary safety, they need to navigate complicated emotional terrain. Critics argue this advert fails to acknowledge the grief course of earlier than leaping to monetary implications.
Wider debate on gender portrayals
The controversial commercial has additionally fuelled ongoing discussions about gender portrayals in media. Males’s rights advocates have pointed to the advert for example of what they describe as a rising development of content material that portrays males as financially irresponsible or insufficient suppliers.
The commercial has been critiqued for feeding right into a narrative the place males are valued primarily for his or her monetary contributions to the household, doubtlessly dismissing a husband’s value past his monetary planning selections and ignoring the likelihood that the household’s monetary selections may need been made collectively.
Others have countered that the commercial merely displays the tough actuality many ladies face when left financially weak after a partner’s demise.
Social Media Firestorm
The backlash on social media platforms has been swift and extreme. One person on X (previously Twitter) wrote, “A person simply handed away and the very first thing his spouse does is blame him for not shopping for time period insurance coverage? This is not monetary consciousness, it is simply insensitive storytelling.”
Am I the one one who finds this PolicyBazaar advert insanely insensitive?
A person simply handed away, and the very first thing his spouse does is blame him for not shopping for time period insurance coverage?
This isn’t monetary consciousness, it’s simply insensitive storytelling.
#PolicyBazaar #INDvsPAK pic.twitter.com/mPEFfY9tNB
— Siddharth (@SidKeVichaar) February 23, 2025
One other commented, “This PolicyBazaar advert will not be solely insanely insensitive, it reveals deep-rooted patriarchal mindset. A person simply handed away however his educated & empowered spouse now cursing him for not shopping for time period insurance coverage.”
Many customers have drawn unfavourable comparisons, with some describing the commercial as “worse than Ranveer Allahbadia,” referring to a different controversial content material creator.
Prime-Time Placement Amplifies Controversy
The choice to air the commercial through the India-Pakistan cricket match—historically one of many most-watched sporting occasions within the subcontinent—has considerably amplified its attain and the next controversy. The match, a part of the ICC Champions Trophy, drew viewership figures estimated within the tons of of thousands and thousands throughout each nations.
When controversial content material is broadcast throughout an India-Pakistan match, it basically ensures most publicity. Each advert break is watched intently, and viewer engagement is at its peak. For higher or worse, PolicyBazaar has ensured that thousands and thousands of viewers have now seen and mentioned their model.
As of publication, PolicyBazaar has not issued an official response to the criticism. Trade observers are watching carefully to see if the corporate will pull the commercial or modify its messaging in response to the backlash.
Written with the View : afaqs