Kolkata, 27th May 2025: Tata AIA Life Insurance Co. Ltd. (Tata AIA), one of the leading insurers in India, has launched its fourth ‘Bimarath’ campaign, to boost life insurance awareness and reach among young professionals, homemakers, seniors, entrepreneurs, and MSMEs in Kolkata Metropolitan Region.
Throughout the month of May, the Bimarath, a mobile van, equipped with loudspeakers and a large LED screen, will travel through 15 key locations in the city, playing educational videos about the importance of life insurance. Over 500 Leaders and Advisors of Tata AIA’ extensive Agency network will engage directly with residents through one-on-one sessions, helping them understand why life insurance is a crucial part of their financial planning.
Free health check-up camps will complement the campaign, providing on-the-spot basic health assessments to thousands of citizens. With over 50,000 individuals expected to be reached throughout the month and more than 1,000 people benefiting from health check-ups, this initiative stands out not only as a means to secure the future but also as a way to encourage overall well-being.
In FY25, Tata AIA conducted three Bimarath campaigns, engaging over 1.5 lakh people and onboarding 420+ new Insurance Advisors. The first phase (May-June 2024) covered 15 districts, followed by a dedicated Kolkata drive led by Tata AIA Advisors in Nov-Dec 2024. The third phase, held in January 2025, focused on districts like Purulia, Birbhum, Malda, and Darjeeling, extending outreach beyond traditional financial hubs.
Girish Kalra, Chief Marketing Officer of Tata AIA, said, “Tata AIA remains deeply committed to spreading insurance awareness across West Bengal and bringing more individuals under the protective umbrella of life insurance. Through initiatives like Bimarath, Masik Bima Diwas and collaborative efforts with our Advisors, we are reaching diverse segments of society. Our latest Bimarath campaign covering 15 key locations in the Kolkata Metropolitan Region will reinforce our promise to help the people of West Bengal live more secure and ‘Fikar-free’ lives.”
This campaign is a continuation of the successful Bimarath initiative conducted in Kolkata last year, which led to the recruitment of over 115 young advisors and generated INR 1 crore in new business premium. By building strong relationships with the community, Tata AIA is helping more people understand the value of life insurance in securing their futures.
As part of Tata AIA’s commitment to IRDAI’s vision of ‘Insurance for All by 2047’, the company has launched multiple initiatives across the state in FY25, including Masik Bima Diwas, targeted media outreach, and on-ground engagement activities.
Masik Bima Diwas:
- Masik Bima Diwas, a monthly insurance awareness initiative, engaged over 2,500 consumers in FY25.
- Held on the second Thursday of each month since November 2023 at Tata AIA branches statewide, the event aims to educate the public on the importance of life insurance.
Social and Digital Media Campaign:
- · Tata AIA ran Social Media and Digital campaigns on YouTube, Facebook, Instagram, and LinkedIn, using local influencers and cultural themes in English and Bengali to raise life insurance awareness.
- · These campaigns reached nearly 3.5 crore users, boosting engagement and awareness.
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