To mark 25 years in India’s general insurance landscape, TATA AIG General Insurance has unveiled a new brand campaign that places evolving life needs at its core. Moving away from product-led messaging, the film uses a deeply familiar relationship-a father and son-to reflect how insurance remains relevant across changing phases of life.

Conceptualized by TBWA, the campaign traces the duo through defining milestones. From the son learning to drive and stepping into the family business, to navigating a medical emergency and eventually becoming a parent himself, each moment highlights how responsibilities grow and protection needs shift over time. The narrative mirrors real-life transitions, positioning insurance as a constant presence rather than a one-time purchase.

Instead of spotlighting individual policies, the film focuses on continuity and long-term association. Insurance is framed as a relationship that adapts with life’s uncertainties, reinforcing the idea that protection must evolve alongside personal and professional journeys.

Commenting on the campaign, Saurabh Shekhar, head of marketing at TATA AIG General Insurance, said the brand takes pride in being a trusted partner to millions of Indians over the past two and a half decades. As India’s aspirations and lifestyles continue to change, he noted, the company remains focused on innovation and solutions that support the next generation. The campaign reflects TATA AIG’s enduring promise of being present when it matters most, captured in its assurance, “With you like family, with you always.”

By grounding its anniversary message in everyday moments, the film reinforces trust, dependability, and longevity-qualities that have defined TATA AIG’s journey over 25 years and continue to shape its relationship with Indian consumers.