Shubh Shubh Bolo

The Challenge
In India, insurance isn’t an instinct; it’s an afterthought. A mix of distrust, superstition, and “nothing bad will happen” thinking keeps most people unprepared for life’s uncertainties.
So how do you convince a nation raised on optimism to prepare for the worst?

The Insight
We’re a country that believes in the power of words. “Shubh Shubh Bolo,” say good things, and good things will happen, is a cultural truth that runs deep. But in a world this unpredictable, maybe it’s time we made peace with thinking the other way too.

The Idea
We flipped the superstition on its head. Introducing Shubh, a lovable, worry-prone character who does all the overthinking for you. He’s the one who constantly imagines everything that could go wrong, from flammable dangers to motor accidents, so you don’t have to.

The Execution
Through a series of witty, slice-of-life social films, we show Shubh, always letting his overthinking get the best of him. Sometimes, as opinions or sometimes, general negative comments, from friends to neighbours, no one is spared by Shubh’s negative comments, which highlight the underlying risks they hold or carry and the urgency of doing something to avoid that.

Bringing a twist to this and calling out Shubh for his negative talks, the film positions insurance as a solution to these risks and concerns and loudly talks about how each situation is covered under insurance.

Each story ended with a reminder that you can’t control what happens, but with Bajaj General Insurance, you can always be prepared and continue living your life without worrying.

The Outcome
The campaign turned superstition into strategy, making insurance not a sign of fear, but of foresight. A cultural conversation began around the idea that true positivity lies not in denial, but in preparation.