Liberty General Insurance (LGI) is advancing its mission to improve insurance awareness and accessibility across India, focusing on urban Delhi and rural Punjab.
These initiatives align with the Insurance Regulatory and Development Authority of India’s (IRDAI) “Insurance for All by 2047” goal, aimed at enhancing financial security and increasing insurance adoption across the country.
LGI is implementing both grassroots and digital campaigns to educate residents about the benefits of insurance. In Punjab, the company is targeting rural areas, engaging 400 Gram Panchayats in an effort to bridge gaps in insurance penetration.
In the capital, LGI is continuing its “Suraksha ka Vaada Bima ke Saath” initiative, launched in 2023.
Recent activities include a door-to-door campaign in areas such as Karala Village, Budh Vihar, and Jahangirpuri, among others.
Over 1,600 households were reached in October, generating approximately 25,000 impressions. Residents received information on motor and health insurance, alongside educational materials.
Building on this outreach, LGI conducted street plays – known locally as “Nukkad Nataks” – in neighbourhoods like Sarojini Nagar and Lakshmi Nagar. These interactive performances used storytelling to address misconceptions about insurance while promoting its importance.
The company also distributed “Wise Ways of Insurance,” an informational booklet designed to simplify insurance products. Plans are underway to make the booklet available in regional languages to support financial literacy across different states.
In addition to on-the-ground efforts, the insurer has adopted a digital-first approach to connect with a wider audience. Recognising the role of mobile technology in reaching rural and urban populations, the company is running targeted social media campaigns to disseminate key insurance insights.
To increase awareness in Punjab’s rural areas, LGI has partnered with Maruti Suzuki Insurance Broking on a campaign titled “Bima Prachaar Aur Prasaar.”
The initiative focuses on educating residents in Gram Panchayats about the importance of insurance as a tool for financial protection.
The campaign’s first event was held in Mukerian Panchayat, located in Hoshiarpur district, on Oct. 22. Attendees had access to free vehicle checks and health screenings while learning how insurance can safeguard against financial risks.
Looking ahead, LGI plans to launch a transit media campaign in South Delhi in December.
Branded autorickshaws will be used to promote insurance awareness, aiming to make the message more accessible by integrating it into everyday life. This effort builds on the company’s broader strategy to expand its visibility and connect with communities in familiar environments.
Parag Ved, CEO and whole-time director at Liberty General Insurance, underscored the importance of education in improving insurance adoption.
“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,” he said.
He added that the company’s goal is to ensure policies are accessible to every individual, regardless of their location.
“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,” Ved said.
