Post Thumb has launched a consumer awareness campaign, NiveshKarBefikar, where the brand will create 2,000 minutes of content in association with The MoneyMile, a personal finance advisory platform. The campaign aims to help people understand what the new-age unit-linked insurance plans (Ulip) are all about and the role they can play in their long-term financial planning.

The content will be done through a series of conversations where industry leaders come in and share their views on why the fourth generation version of Ulip is probably one of the best long-term investment-cum-insurance products existing in the country.

The campaign will help spread awareness among nearly 100 million people who consume news online and are looking for a better solution to their personal finance needs, using a mix of traditional, digital and social media communication channels. 

Speaking on the launch of the campaign, Yashish Dahiya, Co-founder and CEO,, said, “Ulip is a story of a bad guy turned good. We want to clear all the misconceptions that the consumer has around Ulip through this campaign. The product is highly cost-efficient, flexible and transparent today. It's a great investment tool for consumers to fulfil their life stage goals. As a company, we have always believed in products that are good for consumers and we felt here's a story that needs our reputation-building efforts."

Elaborating on the campaign, Aman Dhall, Head of Communications,, said, “The idea has been to keep the messaging simple yet powerful. We want to regain the trust of the consumer in Ulip and we felt that a communication outreach campaign is the best way to go about in the beginning. For now, the campaign is producing and distributing content online where the new-age financial audience is. However, we plan to take this initiative to TV in near future so that we can connect with the larger audience.”

Speaking on the campaign, Vivek Law, Founder and Editor-in-Chief, The MoneyMile, said, "We are delighted to partner with Policybazaar, a path breaker in the insurance space, in this educational initiative. The low cost fourth generation Ulips that Policybazaar has brought to market with some insurance companies are extremely competitive. Our series, Nivesh Kar Befikar seeks to educate people on these products as well as other aspects of insurance that are so much needed for our society."