The General Insurance Council (GIC) of India has launched a powerful new public awareness campaign titled ‘Achha Kiya Insurance Liya’, aiming to shift the mindset of Indians around non-life insurance—from seeing it as a burden to recognizing it as a smart, everyday financial decision. Rooted in the Government of India’s vision of achieving “Insurance for All by 2047”, the campaign is a bold effort to normalize insurance as an essential life tool, much like health, education, and investments.
At the heart of this initiative is a fundamental insight: awareness doesn’t always lead to action. According to a recent consumer behavior study by the GIC, while insurance awareness for categories like motor (34%), life (27%), and health (15%) is relatively high, other critical segments such as home, travel, and crop insurance remain woefully underrepresented—especially in rural and Tier 3 areas. Misconceptions, low trust, and perceived complexity continue to prevent millions from securing coverage.
“There’s a clear disconnect between awareness and action. Insurance is still viewed more as a reluctant expense than a financial shield,” says Dr. Tapan Singhel, Chairman of GI Council and MD & CEO of Bajaj Allianz General Insurance Co. Ltd. “‘Achha Kiya Insurance Liya’ is our collective attempt to bring insurance closer to the lives and language of ordinary Indians.”
A Fresh, Furry Perspective
Instead of relying on jargon-heavy, fear-based messaging, this campaign leans on slice-of-life storytelling delivered by some of the most relatable and overlooked narrators—pets. Whether it’s Barfi the dog recalling his owner Mary Aunty’s bone-shattering fall, or Oscar the cat commenting on Ghosh Babu’s misadventure during a car crash, the campaign brings everyday mishaps to life with warmth, wit, and a crucial financial takeaway.
From a gully cricket accident that demolishes a car, breaks an arm, and smashes a neighbor’s TV, to simple yet impactful daily scenarios, these ads present real problems—and the peace of mind that insurance can offer—through humorous and heartwarming storytelling. The cricket-themed episodes even rode the high-voltage visibility of the IPL 2025 season, connecting deeply with a massive, diverse viewership.
Creative Storytelling Backed by Research
This initiative isn’t just creative—it’s data-driven. The GIC’s extensive study revealed that security and peace of mind are strong motivators for first-time buyers, but many still find insurance intimidating due to its complexity and jargon. The campaign’s core narrative was built to break these barriers—replacing fear with familiarity, warmth, and relatability.
The campaign, conceptualised by Lowe Lintas, the animals are voiced by renowned Indian talents such as Ila Arun, Brijendra Kala, Divya Dutta, Gopal Dutt, Archana Puran Singh, Raghubir Yadav, Suresh Menon, Farida Jalal and more. It doesn’t end just there – the campaign is being backed by a robust media plan covering TV, digital, print, radio, and OOH, ensuring that the message reaches every corner of India, from metros to the most remote villages. 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.
Nationwide Reach, Hyperlocal Appeal
Backed by a robust media plan spanning TV, digital, print, radio, and OOH, the campaign is also going grassroots. With on-ground activations across 200+ towns and communication in 12 Indian languages, the message is reaching far beyond metros into the heart of India. Targeting over 800 million Indians, especially in deep rural pockets, the campaign emphasizes that insurance is not just for the elite—it’s for everyone.
The Bigger Picture: Building Financial Resilience
The campaign is more than an ad—it’s a movement. It urges general insurance companies to simplify policies, streamline claims, and introduce flexible payment options. The focus is not just on selling policies, but on building long-term trust and confidence in the system. It’s about making insurance conversations as normal and necessary as talking about doctor visits or school fees.
“When people are informed and engaged, they are empowered to protect what matters most,” says Dr. Singhel. And that’s exactly what ‘Achha Kiya Insurance Liya’ seeks to achieve—turning every Indian into a smart planner, a responsible protector, and a financially resilient citizen.
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.
