Universal Sompo General Insurance recently launched a pan-India awareness campaign titled ‘Health Insurance Jaruri Hai’ to promote its flagship A Plus Health Insurance product. The campaign aims to shift public perception—encouraging people to view health insurance not just as a tax-saving tool during JFM (Jan-Feb-Mar), but as a year-round necessity for every household.
The campaign spans digital, radio, and outdoor platforms, with influencer-led videos by Rachana Ranade, Chandni Mimic, Gurleen Kaur Tikku and others on Instagram, garnering significant traction among young, urban audiences.
A multilingual radio campaign is live across Delhi, Mumbai, Kolkata, Hyderabad, Chennai, and Bangalore, including Tamil, Telugu, and Kannada languages. Outdoor visibility has kicked off in Mumbai with prominent digital boards in BKC, Goregaon, and Western Express Highway, with more cities to follow.
Medianews4u.com caught up with Varsha Gujarathi, Chief Customer Officer, Universal Sompo General Insurance
Q. Consumer needs demand tailored approaches. What is Universal Sompo General Insurance’s strategy in this regard in 2025?
Consumer needs today are more diverse than ever, and at Universal Sompo General Insurance, we’ve always believed that insurance can’t be a one-size-fits-all solution. Addressing our customers’ evolving needs is not just part of our strategy—it’s at the heart of it. Here’s how we are going about it.
- Leveraging Technology and Digital: We’ve built digital touchpoints like the Pulz App, our Olive bot, and WhatsApp channel with the user in mind. They’re designed to offer easy policy purchase, digital claims filing, and access to wellness tools—all at your fingertips.
- Data Analytics and Personalisation: With the help of Salesforce, our CRM platform, we can understand our customers better. It enables us to personalize interactions, offer products tailored to individual preferences, and respond faster, enhancing the overall experience.
- Product Innovation and Flexibility: We know that life situations vary. That’s why we offer flexible coverage options within our policies, so customers can pick what fits their needs best.
- Hassle-free Claims Journey: Filing a claim often happens during stressful times. We get that. Our claims process is designed to be as smooth and transparent as possible, keeping customers updated via Email, WhatsApp, and SMS throughout.
Q. From a marketing perspective, what are the priorities and focus areas for Universal Sompo General Insurance in 2025?
Our main priority is to simplify insurance.
We’re focussing on expanding our reach, particularly in health insurance and non-metro markets. Building a brand that’s seen as approachable, reliable, and genuinely customer-focused is key. Digital transformation plays a big role in helping us simplify the entire journey—from understanding products to making claims.
Marketing-wise, we’re also on a mission to educate people. We want to challenge the idea that insurance is just for tax savings. It’s much more than that—it’s a vital safeguard against unexpected medical expenses and life’s uncertainties. Whether it’s motor, health, or other products, we aim to deliver a consistent, smooth experience at every touchpoint. We are doing round the year campaign through Radio, Outdoor and digital.
Q. How did the idea for the campaign ‘Health Insurance Zaruri Hai’ come about?
The idea came straight from the ground—from what we were hearing from real people. Many believed they didn’t need health insurance because they were healthy or young. Others only thought about it during tax season. This insight made it clear: there’s a gap in understanding.
That’s how ‘Health Insurance Jaruri Hai’ was born. It’s our way of shifting the narrative—health insurance isn’t optional or seasonal, it’s a must-have for everyone.
Q. Since the message is that consumers should think about insurance throughout the year, will marketing activities also happen across the year? What marketing innovations can one expect as we move ahead in 2025?
Absolutely. We believe that health insurance needs to be a year-round conversation. Illnesses don’t wait for tax season—they can strike anytime.
That’s why our marketing is built on People-Powered Marketing. The most powerful messages come from real people who’ve experienced the value of insurance firsthand. Every day, we process thousands of claims, each telling a story of support when it was needed most.
Looking ahead, we’ll continue to share these real-life stories—especially on digital and social platforms. We’re also embracing hyper-relevant storytelling. Using data responsibly, we aim to show content that really speaks to specific customer segments. For instance, a small business owner might see how insurance helped another MSME recover from a fire; a young parent might learn how insurance supported a family during a medical crisis.
We’ll also explore more engaging formats—podcasts, live Q&A sessions with customers (with consent, of course), and user-generated content campaigns that highlight the peace of mind insurance brings.
Q. Influencers like Rachana Ranade, Chandni Mimic, and Gurleen Kaur Tikku are part of your campaigns. Today, companies expect influencer marketing to drive business outcomes. Does Universal Sompo General Insurance share this view?
Definitely. We see influencer marketing as a balanced mix of engagement and impact. With insurance being a complex subject, it helps to have voices people already trust.
Take Rachana Ranade and Gurleen Kaur Tikku, for example. Their credibility in financial education makes them great partners in helping audiences understand insurance better. It’s not just about reach—it’s about relevance and trust.
Q. Hyper-personalisation is gaining importance. How is the company achieving this through the USGI PULZ app?
The PULZ app is built around the user. It provides customised wellness tips based on your health goals and data. It also gives personalised reminders and easy access to policy info.
Depending on your portfolio, the app can guide you to nearby network hospitals, offer teleconsultation services, or help you with motor insurance tools like self-inspection—all tailored to your needs.
Q. What role will B2B marketing like roadshows and seminars play for the company in 2025?
These on-ground initiatives are essential—especially in rural and semi-urban areas where insurance awareness is still growing.
All year long, we conduct roadshows, seminars, and even village camps. We use engaging formats like nukkad nataks and offer free health or vehicle check-ups to draw people in. These events help us connect directly with communities, explain insurance in simple, relatable terms, and build trust—one conversation at a time.
Q. How is the company leveraging AI to provide value added services, identify market gaps and to decide on which marketing vehicles to use like digital and not use like TV?
AI-powered solutions are streamlining claim settlements through automated processes like cashless approvals and AI-driven vehicle inspection, while also bolstering fraud detection. We have embraced a digital-first approach, developing robust platforms like our USGI PULZ mobile app to provide seamless access to policy information and claims processing. Our focus on Digital and Partner Enablement has led to over 95% of policies being issued through digital channels, enhancing market reach and operational efficiency.
To make insurance more accessible and user-friendly, we have introduced QR code-based journeys and enhanced our voice, WhatsApp, and chatbot services with self-service options. Data analytics and AI have played a crucial role in gaining deeper customer insights, enabling us to run personalized marketing campaigns effectively.
Additionally, we have unified customer interactions through Salesforce CRM, creating a seamless omnichannel experience. This integration ensures our various teams and touchpoints operate cohesively, providing customers with a consistent and personalized journey while giving us a holistic understanding of their needs.
Deciding which marketing vehicles to use is a strategic process that depends heavily on what is our Marketing Objective, is it more leads, More app downloads, website traffic etc. Also it depends on what message are we trying to convey.
Q. Is radio basically a call to action?
The radio campaign serves a dual purpose: it’s not just a call-to-action for listeners, but also a powerful message highlighting the critical importance of health insurance.
Through compelling storytelling and relatable scenarios through the popular RJ’s, we aim to raise awareness about why health insurance should be a top priority and a wise investment for every individual and family.
Radio, with its wide reach and personal touch, offers the perfect platform to connect emotionally with the audience and remind them not to overlook something as essential as their health and financial security.
