Tata AIA Life Insurance Co Ltd (Tata AIA) has propelled its ‘Bimarath’ campaign, significantly expanding insurance awareness in West Bengal. Launched in November’23, this innovative initiative has not only covered urban centers but also penetrated rural regions, conducting over 400 training programs and engaging more than 10,000 participants.The Bimarath, equipped with a large LED display showcasing insurance principles, successfully traversed North Bengal and, in December’23, made a substantial impact in Kolkata and the districts of South Bengal. This comprehensive campaign underscores Tata AIA’s commitment to elevating insurance literacy and penetration in the region.
Particularly noteworthy is Tata AIA’s collaboration with a transgender advocacy group in Barackpore, North 24 Parganas, signaling an inclusive approach. The session highlighted the financial benefits of life insurance and presented career opportunities as advisors.
This effort resulted in the recruitment of 325 new licentiate agents, bolstering the agency’s strength to over 8,537.Girish Kalra, Chief Marketing Officer of Tata AIA Life Insurance, emphasized, “Our multi-faceted approach, combining on-ground initiatives and digital campaigns, reflects our commitment to making insurance a household conversation in West Bengal.”In partnership with the Central Bank of India and Cholamandalam MS General Insurance, Tata AIA’s on-ground events attracted 118 bank customers in North Bengal, showcasing a keen interest in insurance solutions. The company’s comprehensive digital and social media campaign, reaching over four crore individuals, further highlights Tata AIA’s dedication to expanding financial security awareness in the state.
