The General Insurance Council (GIC) of India has launched a new campaign titled ‘Achha Kiya Insurance Liya’ to raise awareness about the importance of general insurance-covering health, vehicles, property, and livelihoods.
Conceptualized by Lowe Lintas, the campaign stands out for its creative use of animated pet narrators-including dogs, cats, buffaloes, and fish-voiced by beloved Indian actors such as Ila Arun, Archana Puran Singh, Raghubir Yadav, and Gopal Dutt. These animals tell everyday stories where insurance helps people recover from sudden setbacks, like accidents, health scares, or property damage.
Research showed that while peace of mind drives first-time insurance purchases, low awareness, complexity, and lack of trust remain key barriers, especially in smaller towns. This campaign tackles those challenges with relatable narratives and warmth, making insurance feel less intimidating and more essential.
Launched during the IPL season, the campaign aims for maximum reach, supported by a 360-degree media plan across TV, digital, print, radio, and OOH. It also includes on-ground activations in over 200 rural and semi-urban towns, with messaging in 12 Indian languages.
“Insurance isn’t just a policy-it’s peace of mind,” said Dr. Tapan Singhel, Chairman, GI Council. “This campaign is our effort to normalize conversations around protection and preparedness.”
Credits
Creative Agency: Lowe Lintas
Creative Team: Prateek Bhardwaj, Sarvesh Raikar, Ninad Gawhankar, Prashant Pawar, Bhoopendra Pandey, Ashish Kadam, Prashant Patil, Mustafa Mohammed, Vivek Warang
Account Management: Anaheeta Goenka, Adhideb Ghosh, Avik Choudhary, Krystal Gopi, Thej Kiran, Steffi Rodrigues
Planning Team: Anurag Prasad, Neerja Prithyani
Production House: Jamic Films
