Tata AIA launched a special on-ground initiative ‘Bimarath’, starting with North Bengal

TATA AIA Life Insurance Ltd. has launched a host of new initiatives in North Bengal to promote life insurance and health insurance solutions, in line with theIRDAI vision of ‘Insurance for All by 2047’. The initiative, which will be carried out through a Bimarath, aims to raise awareness about the benefits and importance of life insurance in five districts. The campaign will continue in December to reach other parts of North Bengal and the state. TATA AIA also organized free health check-up camps in these districts, with medical experts providing the reports.

TATA AIA has also been executing digital and social media campaigns since November 22 to communicate the benefits of life insurance and its solutions to over 4 crore people across the state. To deliver life insurance coverage to rural areas of West Bengal, Tata AIA supported over 1,500 Village Level Entrepreneurs (VLEs) as part of an association with Common Services Centers (CSE), an organization run by the Ministry of Electronics & IT.

Tata AIA Life Insurance’s Chief Marketing Officer, Girish Kalra, highlighted Tata AIA Life Insurance aims to increase insurance awareness and penetration in West Bengal, focusing on consumer-centric financial products for protection, savings, and health wellness plans.

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