General Insurance Council Unveils ‘Achha Kiya Insurance Liya’ – A Campaign that Unites the Non-Life Insurance Sector Under One Powerful Message
by Prashant Kapadia/NHN
On-ground activation in 200+ rural and semi-urban towns to educate
Campaign communication in 12 Indian languages
Mumbai, May 28, 2025: The General Insurance Council (GIC) of India has rolled out its latest nationwide campaign, ‘Achha Kiya Insurance Liya’, to communicate the importance of securing one’s valuable assets, whether health, vehicle, property, or livelihood.
Developed basis in-depth research that explored the key triggers and barriers influencing general insurance adoption. The study revealed that while security and peace of mind are strong motivators for first-time purchase, a lack of awareness, perceived complexity, and limited trust act as major barriers to entry—especially in non-metro and Tier 3 regions. These insights shaped the campaign’s core narrative: making insurance conversations more relatable, frequent, and accessible in everyday life.
Shifting away from using overwhelming and complex jargon or fear-led, prescriptive messaging, this campaign delivers its point through slice-of-life stories that showcase the power of being prepared, the relief of being covered and the wisdom of smart planning narrated by ‘pets’! Whether it’s Barfi, the dog, recounting his beloved Mary Aunty taking a bone-shattering fall, or Oscar the hungry cat bemused at Ghosh Babu’s unexpected reaction to his car accident, these characters deliver mischievous yet heartwarming commentary on why insurance matters when life gets messy. The audience is also introduced to an engrossed cat and dog duo delivering a pro-cricket style rousing commentary on a hilarious but highly possible gully cricket mishap that not only breaks records but also breaks Jayesh Bhai’s car, Bunty’s arm, and a neighbour’s TV!
Commenting on the campaign, Dr. Tapan Singhel, Chairman, GI Council and MD & CEO, Bajaj Allianz General Insurance Co. Ltd. said, “‘Achha Kiya Insurance Liya is not just a slogan, it’s a movement, a philosophy. We want to enhance insurance awareness and highlight its importance through relatable situations. Insurance awareness continues to be a major challenge in our country, particularly in tier 3 regions and beyond, where non-life insurance penetration remains low. Our aim through this campaign is to normalize conversations about general insurance, the same way we talk about our health, education, investments etc. When people are informed and engaged, they are empowered to protect what matters most.”
Targeting over 800 million Indians, including those in deep rural areas, the campaign was timed perfectly to ride the high-octane visibility of the latest IPL season. The IPL integration was remarkably inventive in its approach by presenting common people and their seamless insurance claims in the form of athlete showcase, driving an important point home – you can win against life’s curveballs by shielding yourself with insurance!
The campaign, conceptualised by Lowe Lintas, the animals are voiced by renowned Indian talents such as Ila Arun, Archana Puran Singh, Raghubir Yadav, Gopal Dutt and more. It doesn’t end just there – the campaign is being backed by a robust media plan covering TV, digital, print, radio, and OOH, ensuring that the message reaches every corner of India, from metros to the most remote villages. To truly take the message where it matters, on-ground activations are being rolled out across 200+ rural and semi-urban towns, supported by multilingual communication in 12 Indian languages.
Sarvesh Raikar, President – Creative, Lowe Lintas said, “No one on this planet can escape tough times. What one can easily escape, though, is the financial loss that comes attached. When claims are settled and people have huge losses covered, the first thing that invariably comes to mind is ‘Achha kiya, insurance liya.’ We resisted the temptation to crack a catchy slogan, clever wordplay or a rhyming jingle, but focused on a timeless thought that resonates with every Indian in tough times. When it came to execution, depicting tough times can often mean inducing fear. Which is why; we chose to show the story of the ‘common man and woman’ in an ‘uncommon way’ — they can afford to smile in difficult times, thanks to insurance. These are stories happening every day to people around us, observed by someone closest to us – the pets. From buffaloes to Indie dogs to cats and even fish — the narrators give a fresh and endearing perspective to the stories. Hiring a celeb is easy, but as a solid agency-client team we together decided to stick our necks out and said – let’s choose some uncommon heroes! However, helping these sweet camera-shy creatures are some of India’s beloved voices… Ila Arun, Brijendra Kala, Divya Dutta, Gopal Dutt, Archana Puran Singh, Raghubir Yadav, Suresh Menon, Farida Jalal and more.”
Links to the films:• Mary Ki Barfi | Achha Kiya Insurance Liya• Oscar goes to Ghosh Babu | Achha Kiya Insurance Liya• Gayi Bhains Paani Mein | Achha Kiya Insurance Liya• Jab Billi met Paaji | Achha Kiya Insurance LiyaClient: General Insurance CouncilCreative 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 RodriguesPlanning Team: Anurag Prasad, Neerja PrithyaniProduction House: Jamic FilmsDirector: Shirish DaiyaProducer: Mekala Krishnaswamy & Akshay Uchil
About General Insurance Council: The General Insurance Council a Statutory body has been constituted under section 64C of the Insurance Act, 1938 since 2001 by the Insurance Regulatory and Development Authority of India (IRDAI). As an Association of General Insurance Companies in India which includes apart from General Insurers , Standalone Health Insurers, Reinsurers and Specialized Insurers, the General Insurance Council coordinates the growth of the General Insurance industry and supports high quality customer service. The General Insurance Council is an important link between the Insurance Regulatory and Development Authority of India and the non-Life insurance industry. It also takes up Industry’s issues with the Government. While the Council plays the role envisaged for it by the Insurance Act, it also facilitates overall growth for the industry in a fair and equitable manner in the interest of all stakeholders. https://www.gicouncil.in/