SBI General Insurance has appointed Pankaj Tripathi as its brand ambassador and unveiled a new integrated campaign titled ‘Chuniye Bharosa, Apno Sa’. Conceptualised and executed by TBWA Lintas, the campaign centres on trust, responsibility and everyday care within Indian families.
The brand film portrays Tripathi as a quiet pillar of strength – someone deeply attentive to his family’s needs and expressing care through thoughtful, consistent actions. The narrative mirrors the insurer’s positioning as a dependable protector, offering reassurance and support when it matters most.
The campaign arrives at a time when rising medical costs and heightened health awareness are reshaping how Indian households approach financial planning. SBI General Insurance aims to make health coverage more meaningful through product innovation, technology integration and transparent claim processes, reinforcing the importance of proactive protection.
Commenting on the partnership, MD & CEO Naveen Chandra Jha highlighted the growing shift toward comprehensive health insurance as a necessity rather than a choice. Tripathi noted that the campaign’s emotional core – rooted in warmth, responsibility and belonging – resonated strongly with him.
The integrated rollout spans print, television, outdoor, OTT and social media platforms, supported by sustained engagement initiatives. Through ‘Chuniye Bharosa, Apno Sa’, SBI General Insurance seeks to strengthen trust while encouraging families nationwide to prioritise health security.
