In a proactive move to support the Insurance Regulatory and Development Authority of India’s vision of ‘Insurance for All by 2047,’ Tata AIA Life Insurance Co Ltd (Tata AIA) expanded its ‘Bimarath’ campaign in West Bengal, covering both urban and rural areas. This initiative, launched in November’23, aims to increase awareness and penetration of insurance in the region.The Bimarath, a promotional van with a large LED display, reached districts in North Bengal earlier, conducting free health checkup camps. In December’23, it successfully covered Kolkata and South Bengal, organizing health check-up camps and engaging over 10,000 participants in 400 training programs on insurance principles and products.
Notably, Tata AIA collaborated with a transgender advocacy group in Barackpore, North 24 Parganas, conducting a session that emphasized the importance of life insurance and offered career opportunities as advisors. Over 325 new licentiate agents were hired, expanding the agency’s strength to over 8,537.Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance, stated, “At Tata AIA, we are committed to spreading the message of insurance in West Bengal and working towards bringing everyone into the insurance fold, ensuring a secure life for their loved ones.”
In association with bancassurance partner Central Bank of India, Tata AIA conducted on-ground events and customer engagement activities to raise awareness about the benefits of life insurance. Additionally, the company collaborated with Cholamandalam MS General Insurance to promote insurance in West Bengal.To further boost awareness, Tata AIA has been running a comprehensive digital and social media campaign, reaching over four crore people in the state. The campaign focuses on communicating the benefits of life insurance solutions like savings plans, pension plans, term plans, and unit-linked plans.
