Life Insurance Council rolls out campaign with Rs 160-cr yearly outlay

The Insurance Awareness Committee, representing all life insurers in India, has launched the next phase of its national campaign, Sabse Pehle Life Insurance. This unified initiative brings together all life insurance companies under one umbrella, backed by an annual budget of ?150–160 crore.

The campaign aims to tackle the persistent challenge of low insurance penetration in a sector that has been growing at a 10% CAGR over the past five years. It is also aligned with IRDAI’s (Insurance Regulatory and Development Authority of India) goal of achieving Insurance for All by 2047.

With funding contributions based on each company’s Annualized Premium Equivalent (APE) and market share, the campaign is backed by a three-year commitment and has received board-level approvals across insurers.

“As for growth, while it depends on how the life insurance industry expands—we estimate it could grow by about 15–20% annually. Since the contribution formula is fixed and linked to APE, as the industry grows, the pool of funds for the campaign will grow accordingly,” said Kamlesh Rao, Chairperson - Insurance Awareness Committee.

Notably, this effort is over and above the individual marketing budgets of insurers, underscoring a united push to grow the life insurance category.

Mentored by industry veteran Piyush Pandey, the campaign will adopt an omnichannel strategy to maximise reach and impact.

“Today, people still don’t ask for specific insurance brands by name. But if we grow the category, every brand will benefit, and if we succeed in doing that, we’ll be playing on a very good wicket,” said Pandey. He added, “We’ve avoided making it overly polished or ‘advertising-y.’ The focus is on keeping it real, memorable, and trust-driven — moving from mere awareness to meaningful connection through smart, creative communication.”

Marketing strategy

The campaign will be rolled out across TV, print, radio, outdoor, and digital platforms, focusing on three key product categories: protection plans, child savings plans, and annuities. Each of these segments caters to different consumer needs, and the media strategy for each will be customized accordingly.

This comprehensive multimedia effort will span the length and breadth of the country, with a strong focus on heartland and regional markets. The campaign will be launched in 10 vernacular languages to ensure deep localization and stronger emotional resonance, particularly in areas where English is not the primary language.

Parag Raja, Managing Director and CEO at Bharati AXA Life said, “Beyond products, the campaign also speaks to a diverse range of consumer segments, from first-time buyers to existing policyholders. Special focus is being placed on underrepresented groups such as women, small business owners, and rural populations. These are diverse audiences with varying income levels, needs, and behaviors, and the campaign’s messaging will reflect that nuance.”

He added that this approach begins with broad national ‘air cover,’ followed by localized and personalized content tailored to specific regions and demographics. This is not a one-off effort but part of a sustained, three year strategy by the All Life Insurance team.

Breaking away from past campaigns that relied on celebrity endorsements, this phase takes a more grounded approach. Pandey emphasized the focus on substance over stardom. “Unless a celebrity truly adds value to the message, it’s a waste of money,” he said. “Instead of allocating large budgets to high-profile faces, the Council is prioritizing meaningful, relatable messaging that directly connects with people which is a deliberate move to drive deeper impact and trust.”

Tackling issues surrounding the industry

While the earlier Sabse Pehle Life Insurance campaign centered around caretakers as its core theme, the new phase builds on that foundation and significantly broadens its scope. Backed by extensive research, it now encompasses protection plans, savings products, and child and retirement-focused offerings, aiming to address evolving consumer needs more holistically.

Despite India ranking 10th globally in the life insurance market with a penetration rate of 3.2%, ahead of China (2.4%) and the UK (3%), the country still faces a critical protection gap. According to a December 2023 study by the National Insurance Academy (NIA), this gap has widened from 83% in 2019 to 87% in 2023, and exceeds 90% among those aged 18–35. While the sector continues to grow at a healthy CAGR, this growing vulnerability threatens the financial resilience of millions of families.

At its heart, the campaign challenges the widespread tendency to prioritize savings and investments over essential financial protection. It reinforces the message that life insurance should be the foundation of any sound financial plan—enabling long-term goals like children’s education, homeownership, and retirement.

Through authentic storytelling and emotionally resonant narratives, the campaign highlights everyday moments that reflect what’s truly at stake. It reframes life insurance not just as a policy, but as a powerful life tool, one that safeguards aspirations, supports families, and delivers lasting peace of mind.