SBI General Insurance has strengthened its brand positioning strategy with the appointment of Pankaj Tripathi as Brand Ambassador and the launch of its integrated campaign ‘Chuniye Bharosa, Apno Sa’. The move signals a sharper focus on trust-led communication amid rising demand for comprehensive health coverage.
As part of the rollout, the company unveiled a health insurance film featuring Tripathi as a dependable family figure, reinforcing themes of responsibility and everyday care. The film, conceptualised and executed by TBWA Lintas, aligns with the insurer’s emphasis on transparency, technology integration and streamlined claim settlements.
Management indicated that rising medical inflation and growing health awareness are reshaping insurance buying behaviour. MD & CEO Naveen Chandra Jha said health insurance is now viewed as essential financial planning. Tripathi described the campaign as a reflection of warmth and belonging, while Rathin Lahiri, Head–Marketing & CSR, said the narrative celebrates the quiet heroism of the common man. The integrated campaign will be amplified across print, television, OOH, OTT and social media platforms to enhance brand recall and deepen emotional connect nationwide.
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