Mumbai: The General Insurance Council (GIC) of India has unveiled its latest nationwide campaign, ‘Achha Kiya Insurance Liya’, designed to spark meaningful, relatable conversations about the value of non-life insurance. Launched to coincide with the IPL season and World No Tobacco Day, the campaign aims to reach over 800 million Indians, particularly in Tier 3 and rural markets where insurance awareness remains critically low.
Backed by comprehensive research, the campaign addresses key psychological and informational barriers to general insurance adoption. With findings revealing a lack of awareness, complexity in understanding, and low trust as major hurdles, ‘Achha Kiya Insurance Liya’ reshapes the narrative—ditching fear-led tropes and jargon-heavy messages for humorous, heartwarming tales told through an unexpected lens: pets.
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 features a unique creative concept brought to life by Lowe Lintas. Everyday scenarios—from accidental falls to car mishaps during a gully cricket game—are narrated by pets like Barfi the dog and Oscar the cat, each offering amusing yet insightful perspectives on the importance of being insured. These charming narrators are voiced by a star-studded cast including Ila Arun, Archana Puran Singh, Raghubir Yadav, Gopal Dutt, and more.
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.”
Key highlights of the campaign include:
- Campaign reach: Targeting over 800 million Indians with content in 12 Indian languages
- Media mix: TV, digital, print, radio, and OOH, amplified by IPL integration
- On-ground impact: Over 200 activations in rural and semi-urban towns
- Celebrity voiceovers by India’s most iconic actors and entertainers
Riding on IPL’s massive visibility, the campaign featured everyday heroes whose insurance claims were presented in the style of athlete showcases—showcasing that with insurance, anyone can “win” against life’s unexpected events.
As the Achha Kiya Insurance Liya campaign unfolds across the nation, the GIC aims to deepen understanding, build trust, and ultimately empower more Indians to protect their lives, health, and property through general insurance. The campaign is not only a call to action—but a cultural shift toward proactive, prepared living.
