Liberty General Insurance (LGI) is taking bold steps to raise insurance awareness and accessibility across India, targeting both urban and rural regions with innovative campaigns and grassroots initiatives.
Aligning with National Goals for Insurance Penetration
Liberty General Insurance’s campaigns align with the Insurance Regulatory and Development Authority of India’s (IRDAI) “Insurance for All by 2047” initiative. This national mission seeks to enhance financial security and increase insurance adoption across the country, addressing the current challenges of low insurance penetration in India.
Focused Efforts in Rural Punjab and Urban Delhi
Rural Outreach in Punjab
In rural Punjab, LGI has partnered with Maruti Suzuki Insurance Broking for a campaign titled “Bima Prachaar Aur Prasaar.” This initiative is focused on educating residents of 400 Gram Panchayats about the benefits of insurance. The campaign’s inaugural event was held on October 22 in Mukerian Panchayat, Hoshiarpur district. Attendees gained insights into using insurance as a tool for financial protection and participated in activities such as free vehicle checks and health screenings.
Community Engagement in Delhi
In urban Delhi, LGI is advancing its “Suraksha ka Vaada Bima ke Saath” campaign, launched in 2023. The initiative includes door-to-door outreach in areas such as Karala Village, Budh Vihar, and Jahangirpuri. In October, over 1,600 households were visited, creating approximately 25,000 impressions. To enhance community engagement, LGI organized Nukkad Nataks (street plays) in neighborhoods like Sarojini Nagar and Lakshmi Nagar. These performances used storytelling to address common misconceptions about insurance and highlight its importance.
Educational Materials and Digital Campaigns
To simplify insurance education, LGI distributed an informational booklet titled “Wise Ways of Insurance.” This resource aims to make insurance products easier to understand, with plans to release regional language editions to promote financial literacy across diverse communities. Additionally, LGI adopted a digital-first approach, leveraging mobile technology and social media platforms to spread key insurance insights and connect with audiences in both urban and rural areas.
Expanding Visibility with Upcoming Initiatives
Looking ahead, LGI plans to launch a transit media campaign in December in South Delhi. Branded autorickshaws will carry the company’s message to everyday commuters, making insurance education more accessible and relatable.
Commitment to Financial Resilience
Parag Ved, CEO and whole-time director at Liberty General Insurance, highlighted the urgent need to address India’s low insurance penetration, which is currently less than 1% of GDP.
“With general insurance penetration in India still at less than 1% of its GDP, there is a pressing need to educate communities and break down the barriers to understanding the importance of insurance,” said Ved.
He further added,
“Liberty is committed to fostering a culture of financial resilience where every Indian can feel secure about their future. Together, we are building a future where insurance isn’t just a product but a promise of protection and peace of mind.”
