Mumbai: SBI General Insurance, one of India’s leading general insurance companies, has announced acclaimed actor Pankaj Tripathi as its Brand Ambassador and unveiled an integrated brand campaign, ‘Chuniye Bharosa, Apno Sa’. The association brings together a personality known for credibility and authenticity with a brand rooted in trust and transparency, reinforcing its core promise of protection that feels personal and reassuring.
As part of the campaign, the company has launched a new health insurance film highlighting its commitment to being a trusted partner in safeguarding families. The narrative is anchored in the belief that true assurance is built through quiet, everyday acts of care — small, consistent gestures that reflect responsibility, protection and unwavering support.
Featuring Pankaj Tripathi, the film portrays him as a steady pillar of strength within his family — deeply attuned to their needs and expressing care through thoughtful, everyday actions. His presence reflects responsibility, empathy and steadfast commitment, qualities that resonate strongly with Indian households. The storyline mirrors SBI General Insurance’s role as a constant source of protection, standing by families with confidence and care when it matters most. The film has been conceptualized and executed by TBWA Lintas.
The campaign comes at a time when rising medical costs and increasing health awareness are reshaping consumer attitudes toward financial planning. In an increasingly uncertain healthcare environment, comprehensive health insurance is becoming an essential safeguard for Indian families. SBI General Insurance is focusing on making the category more meaningful by integrating product innovation, technology, and transparent claim settlements.
Speaking on the collaboration, Naveen Chandra Jha, MD & CEO, SBI General Insurance, said, “India is witnessing a clear shift in how families approach healthcare and financial security. With rising medical costs and increasing health awareness, comprehensive health insurance has become essential rather than optional. Through the ‘Chuniye Bharosa, Apno Sa’ campaign and our partnership with Pankaj Tripathi, we aim to raise awareness about the need for proactive health protection while reinforcing our commitment to making insurance simple, accessible, and responsive to the evolving needs of Indian households.”
Pankaj Tripathi, Brand Ambassador, SBI General Insurance, said, “I am thrilled to be associated with SBI General Insurance, one of the strongest brands in the General Insurance industry as their brand ambassador. What truly moves me is the brand’s unwavering commitment to providing protection and the trust that it has among the customers. What touched me to the core is the campaign’s heartfelt narrative, ‘Chuniye Bharosa, Apno Sa’ – a promise that radiates warmth, deep responsibility, and an unbreakable sense of family and belonging. Through this film, the brand is igniting nationwide awareness about the critical necessity of health insurance, ensuring families across India are protected when it matters most.”
Rathin Lahiri, Head – Marketing & CSR, SBI General Insurance, further added, “We are delighted to welcome Pankaj Tripathi as our Brand Ambassador and to be the face of our new brand film. The film celebrates the quiet heroism of the common man, who does everything to improve the quality of life for his family as does SBI General Insurance to provide protection via Health Insurance.”
The integrated campaign will be amplified across Print, TV, OOH, OTT platforms and social media. Through compelling storytelling and sustained engagement initiatives, the company aims to take ‘Chuniye Bharosa, Apno Sa’ to audiences nationwide, strengthening brand recall, deepening emotional connections and reinforcing its position as a dependable partner in financial protection.
