From L to R-Tapan Singhel, MD&CEO, Bajaj General Insurance, Mayank Bathwal, MD & CEO, Aditya Birla Health Insurance, Anuj Tyagi, MD & CEO, HDFC Ergo General Insurance at Shanai Ghosh, CEO & MD, Zuno General Insurance at at event in Mumbai to launch industry’s nationwide advertisement campaign on Wednesday
“The campaign is an attempt to bring insurance closer to the lives and language of ordinary Indians. Insurance awareness continues to be a major challenge in our country, particularly in tier 3 regions and beyond, where non-life insurance penetration remains low ” Tapan Singhel, MD &CEO, Bajaj Allianz General Insurance and chairman of GI Council
Mumbai: General Insurance Council, the umbrella body of the Indian re/insurance industry, on Tuesday, announced that it will be spending at least Rs 400 crore over the next three years on a campaign aimed at deepening the insurance presence in the country.
The Council, which has around 44 members including GIC Re and foreign reinsurance branches (FRB) set up by multinational reinsurers, launched a dedicated Rs 150 crore campaign with the theme `Accha Kiya Insurance Liya’,conceptualised by advertising major Lowe Lintas, to urge people to get covers against any risk.
Targeting over 800 million Indians, including those in deep rural areas, the campaign was timed perfectly to ride the high-octane visibility of the latest IPL season.
It can be noted that earlier, the mutual fund industry is credited for successfully launching an awareness campaign which helped deepen penetration and also attract investments.
Soon, the GI Council will be followed by the Life Insurance Council, which is also planning a similar nationwide advertisement campaign for creating awareness on life insurance products.
Shanai Ghosh, MD and chief executive of Zuno General Insurance, said the GI Council has decided to have a sustained campaign at least for the next three years.
“We will invest over Rs 100 crore in the first year and the amount will be the same if not higher in the remaining two years,” she said.
Tapan Singhel, MD &CEO, Bajaj Allianz General Insurance and chairman of GI Council, said, there’s a clear disconnect between awareness and action. Insurance is still viewed more as a reluctant expense than a financial shield.
The campaign is an attempt to bring insurance closer to the lives and language of ordinary Indians. Insurance awareness continues to be a major challenge in our country, particularly in tier 3 regions and beyond, where non-life insurance penetration remains low. Our aim through this campaign is to normalize conversations about general insurance, the same way we talk about our health, education, investments etc. When people are informed and engaged, they are empowered to protect what matters most, he said.
The GI Council undertook a survey on awareness around insurance products, which revealed that motor insurance is the most purchased at 34 per cent followed by life at 27 per cent and health at 15 per cent.
Other insurance categories such as home, travel, and crop insurance remain underutilized and under-promoted, it said.
Singhel also said that the GI Council will approach the Life Insurance Council as well given the potential benefits of a campaign like this.
Developed on the basis of an in-depth research that explored the key triggers and barriers influencing general insurance adoption.
The study revealed that while security and peace of mind are strong motivators for first-time purchase, a lack of awareness, perceived complexity, and limited trust act as major barriers to entry—especially in non-metro and Tier 3 regions.
To truly take the message where it matters, on-ground activations are being rolled out across 200+ rural and semi-urban towns, supported by multilingual communication in 12 Indian languages.
Sarvesh Raikar, president, Creative, Lowe Lintas, “When it came to execution, depicting tough times can often mean inducing fear. Which is why; we chose to show the story of the ‘common man and woman’ in an ‘uncommon way’ — they can afford to smile in difficult times, thanks to insurance.
As India looks toward achieving universal insurance coverage by 2047 under the IRDAI’s vision, the ‘Achha Kiya Insurance Liya’ campaign is a step in the direction of sector-wide alignment bridging consumer gaps, building trust, and making insurance a mainstream financial choice for all.
The General Insurance Council is also encouraging insurance companies to make policies easier to understand, simplify claim processes, and offer flexible payment options. The idea is not just to sell policies but to build enduring confidence in the system, reinforcing the industry’s role as a reliable partner in people’s financial journeys.