‘Achha Kiya Insurance Liya’: General Insurance Council Rolls Out Engaging Video Campaign to Promote Awareness

Introduction: Changing the Conversation Around Insurance

In a country where insurance is often misunderstood, undervalued, or postponed until it's too late, the General Insurance Council (GIC) has launched a refreshing digital campaign to change the narrative. Titled ‘Achha Kiya Insurance Liya’, the campaign leans on short-format videos and real-life scenarios to show just how important—and wise—it is to have insurance coverage.

Instead of pushing policies with technical jargon, the GIC takes a more empathetic, accessible approach. Through a video series anchored in everyday situations, the campaign delivers a clear message: taking insurance is not just practical, it’s smart living.

The Campaign Objective: Demystifying General Insurance

The primary goal of the ‘Achha Kiya Insurance Liya’ campaign is to build awareness and trust in general insurance products, which include health, motor, travel, home, and personal accident coverage. These forms of protection are often overlooked or misunderstood in India, where life insurance awareness is significantly higher than non-life insurance.

The GIC wants to bridge this gap by:

• Educating viewers on the real-world benefits of general insurance.

• Reframing insurance from a financial burden to an act of self-care and foresight.

• Making insurance relatable to younger, urban, and digital-savvy audiences.

Format and Strategy: Short-Form Videos With a Human Touch

The campaign has rolled out a series of engaging, real-life inspired videos—each under 2 minutes—that highlight how insurance can be a game-changer in moments of crisis. Whether it’s an unexpected hospital bill, a damaged car, or a missed international flight, the video narratives drive home the point: you’re better off insured.

Key storytelling elements include:

• Conversational tone over formal pitches.

• Emotion-led scenarios rather than fear-led tactics.

• Positive messaging that celebrates preparedness and peace of mind.

By simplifying complex insurance concepts into bite-sized, digitally shareable stories, the GIC aims to increase both comprehension and conversation around general insurance.

What Makes It Work: Relevance, Relatability, and Repetition

Insurance marketing traditionally leans on anxiety or obligation. But this campaign flips the tone to one of gratitude and smart decision-making, as expressed in the campaign’s name itself: “Achha Kiya Insurance Liya” (Good that I took insurance).

This reframing helps:

• Reduce fear-based resistance toward insurance conversations.

• Promote a sense of empowerment among policyholders.

• Encourage people to rethink insurance not as a backup plan, but as a daily essential.

Each video concludes with a feeling of relief and self-congratulation, reinforcing the idea that insurance is an investment in confidence.

Platform Outreach: Digital-First, Multi-Channel Execution

The GIC has adopted a platform-agnostic approach, ensuring that the campaign reaches audiences across digital, social, and regional media.

Distribution channels include:

• YouTube: The central hub for the full video series.

• Instagram Reels and YouTube Shorts: For snackable content adapted to mobile viewing.

• WhatsApp forwards and memes: To penetrate Tier 2 and Tier 3 audiences via family and peer groups.

• Regional language versions: To boost accessibility and engagement in non-Hindi speaking markets.

This hyper-localized, mobile-first execution helps the campaign reach audiences from all demographics—from salaried professionals to homemakers and first-time policy buyers.

Message Breakdown: Types of Insurance Covered

While the videos are driven by storytelling, the underlying goal is to educate the public about the types of general insurance available and their respective benefits. Here’s how each category is being highlighted:

1. Health Insurance

Scenario: A young man avoids a financial nightmare during a medical emergency because he opted for health coverage.
Message: “Don’t wait for illness to buy health insurance. Think ahead.”

2. Motor Insurance

Scenario: A woman’s car suffers damages during monsoon floods but is covered by her comprehensive motor insurance.
Message: “When the unexpected happens, your policy keeps you moving.”

3. Travel Insurance

Scenario: A missed international flight is salvaged thanks to travel coverage that reimburses her for trip delays.
Message: “Your travel adventures deserve a safety net.”

4. Home Insurance

Scenario: A fire in the apartment complex doesn’t become a financial disaster for one couple because of home insurance.
Message: “Protect the place you call home.”

By anchoring each insurance type in everyday moments, the campaign removes abstraction and replaces it with connection.

Brand Voice and Visual Identity

Visually, the videos use light, realistic aesthetics—no overdramatization or stock imagery. The brand voice is sincere, warm, and encouraging. The end of each video gently nudges viewers toward the General Insurance Council's website or their trusted insurance provider.

In doing so, the campaign maintains neutrality without pushing any one provider, thus fulfilling its role as an educational, public-interest initiative.

The Role of General Insurance Council in India

For context, the General Insurance Council (GIC) is a regulatory body that represents all non-life insurers in India. It plays a crucial role in:

• Standardizing industry practices.

• Advocating for consumer rights and transparency.

• Promoting fair competition within the general insurance space.

This campaign aligns with the GIC’s mission to build trust in insurance by making it more human, more visible, and more understandable.

Early Impact and Public Reception

Initial metrics suggest that the campaign is resonating across age groups and geographies. Insurance agents report more informed inquiries, while digital platforms are witnessing increased video shares and comments.

Social media comments include sentiments like:

• “I didn’t know travel insurance could cover this!”

• “Loved how simple this video was. Explained in 60 seconds!”

• “Shared this with my parents—now they want to upgrade their policy.”

The campaign is a clear indication that well-crafted storytelling can break through mental blocks around financial products.

Conclusion: Awareness Through Empathy

‘Achha Kiya Insurance Liya’ is more than a catchphrase—it’s a sentiment rooted in relief, wisdom, and care. The General Insurance Council has successfully launched a campaign that doesn’t just inform, but inspires action through trust and relatability.