Tata AIA Life Insurance Co Ltd (Tata AIA), the Lead Insurer for West Bengal to drive insurance penetration in the state, has undertaken a diverse range of initiatives to spread insurance awareness. Supporting IRDAI’s vision of ‘Insurance for All by 2047’, Tata AIA has launched several initiatives across the state, including, Bimarath, an on-ground campaign, Masik Bima Diwas consumer connect program at company branches, and social media campaigns featuring local themes and influencers.
Bimarath On-ground initiative:
The Bimarath campaign by Tata AIA aims to spread insurance awareness in the Kolkata Metropolitan region and 12 districts across South and North Bengal. The campaign targets a diverse set of consumers in the state, including young professionals, stay-at-home parents, entrepreneurs, and MSMEs. It involves a specially branded mobile van equipped with a large LED screen, which displays insurance education videos while travelling throughout the state. Tata AIA employees, advisors and volunteers also conduct one-to-one education sessions with the locals, accompanied by informational leaflets in the local language to ensure better understanding.
As part of the Bimarath activity, Tata AIA offers free health check-ups at these locations under the supervision of trained medical professionals. These health camps provide residents with an overview of their primary health conditions, along with some important health indicators such as blood pressure, Body Mass Index (BMI), etc. Over 3000 residents have previously participated in these camps organized by Tata AIA.
The Bimarath in the Kolkata Metropolitan region, which began in the third week of November and will end in the first week of December, covers all popular locations throughout the city. So far, the campaign has helped reach over 10000 residents.
Apart from Kolkata, Bimarath will be conducted in December across multiple districts that include Purulia, Suri (Birbhum), Katwa (Purba Bardhaman), Ranaghat (Nadia), Berhampur (Murshidabad), Malda, Balurghat (Dakshin Dinajpur), Raiganj (Uttar Dinajpur), Jalpaiguri, Alipurduar, Cooch Bihar and Darjeeling.
Masik Bima Diwas:
Tata AIA has also been driving the cause for financial protection with the Masik Bima Diwas campaign. The second Thursday of every month is observed as Masik Bima Diwas by the life insurance industry. A variety of life insurance awareness activities are conducted at Tata AIA and branches of other life insurers throughout the state to inform consumers and associates about the importance of life insurance.
Social media campaign:
Tata AIA has used social media extensively to highlight the benefits of and life insurance and solutions to West Bengal residents. On Instagram, the company launched an influencer program that emphasizes the importance of life insurance protection, successfully engaging with the state’s young social media users. The company has tied up with influencers who have a strong connect with the local populace.
The company has reached over 30 lakh users on social media in West Bengal using topical and local themes in the last 8 months of the current financial year. The campaigns have been notably effective, with approximately 11% of users engaging with the posts, as demonstrated by an engagement rate of 10.75%. Engagement Rate is a measure of the number of people who like, comment or share a social media post.
Girish Kalra, Chief Marketing Officer of Tata AIA, said, “At Tata AIA, we are committed to IRDAI’s vision of ‘Insurance for All by 2047’. Our flagship on-ground activation program Bimarath campaign has covered 19 districts in West Bengal, reaching over 20,000 consumers. We have also created significant level of awareness through a localized social media campaign that has reached over 30 lakh consumers in FY25. We will continue to work towards spreading awareness of life insurance and protect the financial future of the people of West Bengal.”
Recruitment and sales boosts from awareness and penetration:
Coupled with these initiatives, Tata AIA has taken steps to improve its distribution reach in the state. In the last few months, the company has recruited over 3,000 to drive the insurance awareness and penetration agenda across the state.
- Engagement Rate is a measure of the number of people who like, comment or share a social media post
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