To champion insurance inclusivity, Tata AIA Life Insurance Co Ltd (Tata AIA) has transformed the insurance landscape in West Bengal with its innovative ‘Bimarath’ campaign. Launched in November’23, the campaign traversed North Bengal and, in December’23, swept through Kolkata and the districts of South Bengal, engaging over 10,000 participants in 400 training programs.The Bimarath, a mobile promotional van with a vibrant LED display, delivered not only insurance principles but also amplified awareness about health and well-being. What sets this initiative apart is Tata AIA’s collaboration with a transgender advocacy group in Barackpore, North 24 Parganas, where a session not only highlighted the need for life insurance but also provided an avenue for transgenders to join as advisors, further expanding Tata AIA’s team by hiring 325 new licentiate agents.
Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance, expressed, “We are committed to making insurance a household conversation in West Bengal, ensuring that no one is left unprotected. The Bimarath is not just about insurance; it’s about empowering communities.”This holistic approach extends to digital platforms, where Tata AIA’s comprehensive social media campaign, featuring the local mascot ‘Bimasen,’ has reached over four crore people. The campaign underline the significance of various insurance solutions like savings plans, pension plans, term plans, and unit-linked plans.
In collaboration with the Central Bank of India, Tata AIA’s on-ground events and customer engagement activities have attracted substantial interest, fostering a culture of financial security. The company’s collaborative efforts with Cholamandalam MS General Insurance and the formation of a District Level Committee underscore Tata AIA’s commitment to revolutionizing insurance awareness and penetration in West Bengal.
