Q] What was the strategic vision behind your latest campaign, and how did you conceptualise and refine it from inception to execution?
Like any campaign, our primary focus was to deeply understand the realities of consumers’ lives. We began by identifying a fundamental truth that resonates most with them and aligns with our category. This involved finding the intersection between consumer truth and category truth. We then evaluated whether our brand could authentically address these insights. Engaging directly with consumers, we explored their perceptions of insurance, their motivations for purchasing it, and their underlying needs. After gathering these insights, we returned to the drawing board to craft a message that would truly connect with them within the context of our category.
Q] How is your company, and the health insurance industry overall, using innovative campaigns to build trust and foster meaningful connections with consumers, particularly around financial security?
This is a significant effort that many players, including the Government of India, are actively working on, and we have been supporting their initiatives. One of our campaigns conveys a similar message by highlighting how insurance acts as a reliable safeguard during times of uncertainty. Whether it’s health insurance or any other type, it is always there to support you in times of need.
Our campaign follows the journey of an ordinary individual, highlighting how life’s circumstances can change in unexpected ways. Yet, through every twist and turn, one constant remains—insurance. It stays with you through every stage of life, offering security when you need it most. That’s the heart of our message.
Beyond this campaign, we are also implementing various initiatives across different platforms, including our website and mobile application. Our focus is on simplifying the process and making it more consumer-friendly by reducing steps and enhancing accessibility. These efforts are part of a larger ecosystem designed to increase consumer awareness and literacy, ensuring they make informed and conscious decisions about their insurance needs.
Q] What is the evolving role of emotional narratives in campaigns crafted by health insurance companies?
Our brain operates in two modes—let’s call them Head One and Head Two. Head One, designed for efficiency, handles most of our daily tasks automatically, like brushing our teeth or scrolling our phones. Head Two, on the other hand, requires effort—it’s where deep thinking happens. To engage Head Two, something must grab our attention—whether it’s a puppy, a baby, a gripping story, or strong emotions. This is why emotions play a crucial role in advertising. Over the years, I’ve spoken to many consumers, and the most memorable ads are almost always emotional, not functional. An ad listing ingredients won’t have the same impact as one that inspires or motivates. Well-crafted emotional ads, when aligned with a brand’s context, not only capture attention but also build lasting connections.
Q] How does this campaign align with the broader marketing initiatives of the company?
This campaign is more than just marketing—it aligns deeply with Tata AIG’s core value of empathy. Across the Tata Group, the consumer always comes first. Our tagline, ‘With you like family with you always’, reflects this commitment. As I engaged with consumers, I found that their needs naturally resonated with Tata AIG’s philosophy of unwavering support. The campaign theme, ‘Chahe Jo Bhi Ho, Main Hoon’, beautifully reinforces this promise of being there for them in all circumstances.
Q] Could you give us an overview of the brand’s budget allocation through different channels?
When we talk about channels, whether TV, digital, or print, our approach is always consumer-first, with the channel selection coming second. For example, if I were targeting you, I’d analyse your media consumption habits—you might spend more time on digital than TV, whereas someone else might prefer TV over Digital. By studying these data points, we determine the optimal mix to maximise reach within our TG.
Currently, we maintain a balanced 50-50 split between TV and Digital, giving both equal importance. However, as time progresses, there may be slight shifts—TV might increase or decrease by 10-20%, and the same applies to Digital. Additionally, we complement these efforts with other platforms like cinemas, outdoor advertising, and localised print initiatives, but mass reach is primarily driven by TV and digital.
Q] What is the company doing to bring more awareness to Tier 2 and Tier 3 cities in India?
Over time, we have been focused on expanding our reach in Tier 2 and Tier 3 towns through two key strategies. First, we are strengthening digital awareness by reaching consumers online and educating them about our products across multiple platforms. Second, we are expanding our physical presence by increasing our network in these regions. This combination is crucial—while digital education spreads awareness, direct face-to-face interactions help address consumer queries and build trust.
Q] You used to work with Godrej consumer products before moving to Tata AIG. How is crafting a marketing campaign different for a health insurance brand from the FMCG brand?
The short answer is, there isn’t much of a difference. Marketing across industries follows the same core principle—understanding consumer insights and finding the right way to communicate with them. Whether it’s FMCG, BFSI, NBFC, or even gaming, the goal remains to tap into deep human emotions and create mental availability for the brand. The key difference in financial services is the stringent regulatory environment, which requires careful navigation. Otherwise, the fundamental approach to marketing remains consistent across sectors.
Q] What is the future focus of the company, and what is the outlook?
Our goal aligns with our mission and vision—we aim to be there for the masses, reaching as many households in India as possible. We want to provide a safety net, peace of mind, and support, enabling consumers to focus on their lives while we stand by them in times of need. Our promise is to be a reliable partner during uncertainties, and we strive to take the right steps to fulfil this commitment.
PROFILE
Shekhar Saurabh is the Head of Marketing at Tata AIG General Insurance Company Limited. With over a decade of experience, he previously served as Category Head of Marketing for Home Care at Godrej Consumer Products and held roles at GSK Consumer Healthcare India. At Tata AIG, Saurabh leads branding and marketing strategies, focusing on behavioral and interest-based targeting to enhance customer engagement.
ABOUT THE BRAND
Tata AIG General Insurance Company Limited is a leading private-sector general insurance provider in India. Established in 2001, it is a joint venture between Tata Group and American International Group (AIG), with Tata Sons holding a majority stake. The company offers a wide range of insurance products, including motor, health, travel, home, and commercial insurance.
FACTS
Media Agency: Zenith - Publicis Media
DIGITAL AGENCY: Logicserve Digital
PR AGENCY: Adfactors PR
BTL/ Activation, and Creative Agency: TBWA
