Tata AIA Life Insurance Ltd. has launched a Bimarath initiative in North Bengal to increase insurance awareness and penetration, in line with the Insurance Regulatory and Development Authority of India (IRDAI) vision of ‘Insurance for All by 2047’.
The initiative aims to educate people in smaller towns and cities about the importance of life insurance and provide the best and simplest life and health insurance solutions. The Bimarath, a vehicle that will travel throughout North Bengal between 25-29 November, will raise awareness of the benefits and importance of life insurance, and organize health-checkup camps in five districts, including Siliguri, Malada, Coochbeher, Jalpaiguri, and Alipurduar.
The activity will continue in December to reach other locations in North Bengal and the state. Tata AIA has also introduced 3600 campaigns across digital media as a lead insurer in West Bengal, reaching over 4 crore people to date. The special on-ground initiative, ‘Bimarath’, will reach the masses directly and spread awareness on life insurance. Tata AIA Life Insurance’s Chief Marketing Officer, Girish Kalra, highlighted that only 25% of urban West Bengal residents own life insurance policies, with rural areas likely to face similar issues, emphasizing the need for increased insurance awareness.
