The campaign aims to promote general insurance products among consumers.
IRDA along with the trade body of general insurers, General Insurance Council (GIC) will soon be launching a consumer awareness advertising campaign. The pan-India advertisement campaign would be rolled out on television, radio and print in 11 different languages in a month’s time.
“The campaign will make consumers realize the fact that in case of a damage/loss, an insurance policy can help you get back to the position before the loss,” said a senior official from GIC.
The advertisement will emphasize on ‘reason to buy’ general insurance products across motor, health, property. The creative idea is “kal aaj aur kal” – insurance as the ‘rewind’ button for an individual’s life style which indemnifies one against adverse events.
“In a couple of weeks, we will be ready with the advertisements on TV, radio and print. The advertisements will be in 11 languages (English, Hindi, Marathi, Gujarati, Assamese, Oriya, Bengali, Tamil, Telugu, Kannada, Malayalam),” said the above quoted official.
The idea to launch a pan India insurance awareness campaign was first proposed in 2010 by the CII sub-group on health to IRDA. The insurance regulator then sponsored a national survey consisting of 30,200 households in 29 states and union territories to gauge awareness, penetration and experience of insurance products in 2011.
The study found that awareness for non-life (health) insurance is low with only 54 per cent households having heard about it. A high proportion of households connected insurance with loss of life and were unaware about other types of insurance covers in the non-life insurance space.The study recommended that in terms of an immediate action plan, a consumer awareness advertising campaign needed to be rolled out at the earliest that would ensure that the masses are made aware of the need and benefits of insurance.