SBI General Insurance has announced actor Pankaj Tripathi as its brand ambassador and unveiled an integrated brand campaign ‘Chuniye Bharosa, Apno Sa’ (Choose trust that feels personal).  

Pankaj Tripathi’s grounded persona makes him a natural embodiment of the brand’s core promise – ‘trust’ that feels personal and reassuring, according to the brand.

As part of the campaign, the brand has launched a new health insurance film highlighting its promise of being a trusted partner in safeguarding families. The campaign is rooted in the belief that true assurance is built through quiet, everyday acts of care, the small, consistent gestures that reflect responsibility, protection and unwavering support. Featuring Pankaj Tripathi, the film presents him as a quiet pillar of strength within his family who is deeply attuned to their needs and expressing care through thoughtful, everyday actions. 

The film has been conceptualised and executed by TBWA Lintas. 

Naveen Chandra Jha, MD & CEO, SBI General Insurance, said, “India is witnessing a clear shift in how families approach healthcare and financial security. With rising medical costs and increasing health awareness, comprehensive health insurance has become essential rather than optional. Through the ‘Chuniye Bharosa, Apno Sa’ campaign and our partnership with Pankaj Tripathi, we aim to raise awareness about the need for proactive health protection while reinforcing our commitment to making insurance simple, accessible, and responsive to the evolving needs of Indian households.”

Rathin Lahiri, head - marketing and CSR, SBI General Insurance, added, “We are delighted to welcome Pankaj Tripathi as our Brand Ambassador and to be the face of our new brand film. The film  celebrates the quiet heroism of the common man, who does everything to improve the quality of life for his family as does SBI General Insurance to provide protection via Health Insurance.”

The comprehensive integrated campaign will be amplified across Print, TV, OOH, OTT platforms, and social media platforms. This integrated approach is designed to strengthen brand recall, deepen emotional connect, and reinforce SBI General Insurance’s position as a dependable partner in financial protection.