Mr. Sashi Nair, Consultant-Health, Property insurance at General Insurance Council

General Insurance Council on behalf of the industry has recently launched a PAN India Insurance Awareness and Education Campaign, aimed at raising awareness around the value of general insurance across the country. The Films / Hoardings made their appearance during the first week of May 2025 in key Major Cities/ Towns and on TV Channels.

The Initiative, which was started with the approval of Council Members, had many milestones to be achieved like Pre-Campaign Survey, Selection of Creative/ Media and PR Agencies. These selections were done through the process of reviewing leading Agencies on the basis of their various credentials, by a Committee of CEOs and Marketing / Branding Heads.

M/S Lowe Lintas was selected for carrying out the Creative Work which is Heart of the Campaign and their recommendation of Tagline- ‘Achha Kiya Insurance Liya ‘was approved by the committee. This resonates with the benefits derived by an Individual in the hour of need like a damage / loss to property, Illness due to unforeseen circumstances that can cause a dent in one’s savings

M/S Dentsu was identified as the Media Agency for Media Planning and Buying. The plan covers various medias – TV/ OOH/ Digital/ Radio and Print to reach out to various sections of people across the Country and spread the awareness about General Insurance and its benefits

Commenting on the initiative, Dr. Tapan Singhel, Chairman, GI Council and MD & CEO of Bajaj Allianz General Insurance, said, “Achha Kiya Insurance Liya is not just a slogan, it’s a movement, a philosophy. We want to enhance insurance awareness and highlight its importance through relatable situations. 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 normalise 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.”

The campaign forms part of a sustained effort by the GI Council to encourage more widespread awareness and consideration of General Insurance and its benefits among Indian households.