Lowe Lintas Brings Everyday Insurance Stories to Life
Companies
The General Insurance Council of India (GIC), in partnership with Lowe Lintas, has launched a nationwide campaign titled “Achha Kiya Insurance Liya” to raise awareness about the value of general insurance across urban and rural India. Based on consumer research, the campaign addresses key barriers to insurance adoption — such as low awareness, perceived complexity and lack of trust — by replacing jargon and prescriptive messaging with everyday storytelling that is accessible and relatable.
Voiced by beloved Indian actors like Ila Arun, Archana Puran Singh and Raghubir Yadav, the films are narrated by animated pets who observe real-life mishaps and offer playful yet poignant reminders that being insured means being prepared. Through slice-of-life storytelling that highlights the everyday unpredictability of life, the campaign drives home a simple but powerful message: when the unexpected strikes, having insurance makes all the difference.
Timed with the high-visibility IPL season, the campaign was backed by a robust media mix across TV, print, radio, digital and OOH, with on-ground activations in more than 200 rural and semi-urban towns and communication in 12 Indian languages. At its heart, “Achha Kiya Insurance Liya” aims to normalize insurance as a part of everyday life — something to talk about as openly as health or education — and does so with relatability, humor and relevance.
