Liberty General Insurance, one of India’s top general insurance companies, has launched a noteworthy campaign called “Suraksha ka Vaada, Bima ke Saath” to raise awareness of insurance in Delhi. Under the State Insurance Plan, Liberty General has been designated as the main non-life insurer by the Insurance Regulatory and Development Authority of India (IRDAI). This programme highlights Liberty General’s contribution to increasing insurance awareness and outreach in the area.
The “Suraksha ka Vaada, Bima ke Saath” campaign by Liberty General Insurance is a two-pronged strategy meant to raise insurance knowledge in Delhi’s lower classes. The programme has started with a door-to-door marketing in which Liberty General Insurance staff physically visit homes in the Sangam Vihar and Paharganj neighbourhoods of Central Delhi. Through this direct interaction, the business is able to answer people’ questions and educate them on the value of insurance.
The auto back branding strategy will come after this action. This entails placing informative insurance messages on the rear of auto rickshaws. Considering how common auto rickshaws are in Delhi, this tactic converts them into mobile billboards that advertise to a larger audience around the city. In addition to drawing passengers’ attention, this graphic campaign uses each ride as an opportunity to discuss the importance of having insurance, ingraining the message into Delhi residents’ daily lives.
Other activities that are scheduled to take place between December 2023 and March 2024 include interactive insurance workshops in academic and medical institutions, a health camp specifically designed for autorickshaw drivers, and an awareness project with the Regional Transport Office, Delhi.
Speaking on the development, Parag Ved, CEO & Whole Time Director, Liberty General Insurance said, “As the lead insurer for Delhi, we are poised to work in collaboration with other non-life insurers to foster a deep-rooted insurance culture in every district of the Union Territory. Our sustained efforts in spreading insurance literacy will be crucial in improving the insurance penetration, in step with IRDAI’s vision for 2047. Our mission transcends business; we are here to empower every citizen with the knowledge and tools for insuring themselves.”