General Insurance Council says ‘Achha Kiya Insurance Liya’ with video series

The General Insurance Council (GIC) of India has rolled out its latest nationwide campaign, ‘Achha Kiya Insurance Liya’, to communicate the importance of securing one’s valuable assets, whether health, vehicle, property, or livelihood.

Commenting on the campaign, Dr. Tapan Singhel, Chairman, GI Council and MD & CEO, Bajaj Allianz General Insurance Co. Ltd. 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 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.”

The campaign, conceptualised by Lowe Lintas, the animals are voiced by renowned Indian talents such as Ila Arun, Archana Puran Singh, Raghubir Yadav, Gopal Dutt 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.

Sarvesh Raikar, President – Creative, Lowe Lintas said, “No one on this planet can escape tough times. What one can easily escape, though, is the financial loss that comes attached. When claims are settled and people have huge losses covered, the first thing that invariably comes to mind is ‘Achha kiya, insurance liya.’ We resisted the temptation to crack a catchy slogan, clever wordplay or a rhyming jingle, but focused on a timeless thought that resonates with every Indian in tough times. 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. These are stories happening every day to people around us, observed by someone closest to us – the pets. From buffaloes to Indie dogs to cats and even fish — the narrators give a fresh and endearing perspective to the stories. Hiring a celeb is easy, but as a solid agency-client team we together decided to stick our necks out and said – let’s choose some uncommon heroes! However, helping these sweet camera-shy creatures are some of India’s beloved voices… Ila Arun, Brijendra Kala, Divya Dutta, Gopal Dutt, Archana Puran Singh, Raghubir Yadav, Suresh Menon, Farida Jalal and more.”