In a bid to tackle India’s widening life insurance protection gap—now at 87% and over 90% among youth—the Insurance Awareness Committee (IAC) has launched the next phase of its national campaign, Sabse Pehle Life Insurance. The initiative aims to reshape financial planning behaviour by placing life insurance as the first step toward financial security.
The campaign, backed by all 24 life insurers in India, focuses on emotionally resonant storytelling to highlight the urgent need for life coverage. It challenges the conventional focus on wealth-building while neglecting basic financial protection. A central part of the campaign includes a revamped digital knowledge portal to help users assess coverage needs.
Where a significant portion of the working population remains underinsured, the campaign is gaining traction through local media and financial literacy drives. Experts in the city say that educating youth and small business owners on the importance of protection-first planning is key to bridging the gap. The initiative complements IRDAI’s mandate for rural outreach and comes at a time when the life insurance sector is growing at 9.5% CAGR—outperforming global averages. With a claim settlement rate of 96.82%, the industry continues to gain public trust.