Tata AIA Life Insurance Co Ltd (Tata AIA) has embarked on a journey of enlightenment in West Bengal through its innovative ‘Bimarath’ campaign. Launched in November’23, this initiative has become a beacon of knowledge, reaching urban, semi-urban, and rural areas, organizing over 400 training programs with a remarkable attendance of over 10,000 participants.
The Bimarath, a mobile unit adorned with a large LED display showcasing insurance principles, has traversed North Bengal and recently made its mark in Kolkata and South Bengal districts in December’23. Beyond insurance awareness, Tata AIA has joined forces with a transgender advocacy group in Barackpore, North 24 Parganas, conducting sessions not only to highlight the financial benefits of life insurance but also to explore career opportunities as advisors. This initiative has resulted in the recruitment of 325 new licentiate agents.
Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance, expressed, “Our commitment goes beyond policies; it extends to empowering communities through knowledge. We aim to make insurance education accessible to every individual in West Bengal.”In collaboration with educational institutions, Tata AIA’s comprehensive digital and social media campaign, featuring the lovable mascot ‘Bimasen,’ has reached over four crore individuals. This initiative focuses on communicating the importance of various insurance solutions like savings plans, pension plans, term plans, and unit-linked plans, contributing to the ongoing educational upliftment in the state.
