INSURANCE companies are now taking a slew of steps to promote the concept of insurance among the public. These include awareness campaigns, social media promotions, road-shows and customer meets. The focus here is not brand promotion or advertising, but purely for insurance awareness.
For instance, Bajaj Allianz Life Insurance of India has carried out an insurance awareness roadshow called ‘Jan Jagruti’ across different rural locations of Maharashtra, Goa and Gujarat. Subrat Mohanty, head of marketing, Bajaj Allianz Life Insurance, India said this was a campaign wherein a vehicle equipped with service support materials and representatives goes out to places and a group of artistes perform a street play in the local language. Mohanty said they would soon take this roadshow to parts of Tripura in the Northeast and Haryana.
In the last one-and-a-half years, the company has conducted customer meets in small towns across different parts of the country. Mohanty said the event is called Pehle Aap and “our chief executive officer along with sales officers interact directly with select customers and tell them about importance of having adequate life insurance”.
Insurers are also using their mobile applications for creating awareness not only basic policies but also helping prospective policyholders calculate how much cover of insurance do they need for the various life stages. These tools are integrated in the mobile app, which can then also be used to buy a policy.
Companies with bank partnerships are also utilising the branch networks to educate customers.
Niraj Shah, director marketing, strategy and products, PNB MetLife Insurance, explained they have reached out to schools and colleges to organise sessions on insurance awareness for students. The programme enables the young generation to understand the basics of money management and thereby incorporating the importance of financial planning.
“We have developed a film and a jingle on the importance of life insurance for rural and semi urban India. We are starting with workshops in Haryana and plan to reach out to thousands of people in over 10 villages and taluks,” he added. Shah said an important point to note is they do not promote their products or services through this programme.
Sanjeev Mantri, executive director, ICICI Lombard General Insurance, said they have been conducting insurance familiarisation workshops across the country, including rural markets to help consumers understand and appreciate the need for insurance across health, motor, travel and home segments.
“We have been focusing on specific days, for example, World Heart Day, for health insurance to spread the insurance awareness message and thus make it more relevant for consumers,” he said.
Source: Guardian News