On paper, insurance is a product defined by policies, premiums and benefits. When an individual buys an insurance, they seek reassurance of having someone dependable when things go wrong.

For SBI General Insurance, this presented a distinct communications challenge. With over 30 insurers competing in India’s crowded health insurance market, product features alone were unlikely to differentiate the brand. The opportunity was to establish a more meaningful reason to choose SBI General.

The answer lay at the heart of insurance itself: trust.

Finding the idea hiding in plain sight

Research among prospective insurance buyers in the Hindi heartland revealed that trust often outweighed price and product benefits when choosing a health insurer.

A deeper cultural insight shaped the campaign too. Love is often expressed through everyday acts of responsibility, including protecting those who depend on us. Insurance could be one such act of care.

This inspired ‘Chuniye Bharosa, Apno Sa’, a campaign built on choosing a trusted partner while drawing on SBI’s 70+ year legacy of trust.

The challenge was not to make people think differently about insurance. It was to give them a more human reason to think differently about the insurer they chose.

Giving trust a familiar face

Trust is easy to claim, but harder to make believable.

SBI General Insurance roped in the Actor Pankaj Tripathi as the brand ambassador giving his familiar, relatable persona an authenticity to the campaign to ensure the promise of trust more tangible.

Moving beyond fear and product jargon, the campaign celebrated everyday acts of care and responsibility. The narrative was localised for regional media and amplified across television, digital and social platforms, JioHotstar, outdoor and cinema. Adfactors PR helped ensure that this central thought remained consistent as it travelled across touchpoints, generating more than 1,057 earned media placements nationwide. Across formats, the story remained the same: when it comes to protecting the people and things that matter, choose trust.

Taking trust beyond one product

The true potential of a brand idea lies in its ability to remain relevant across different parts of consumers’ lives.

Launched with health insurance in March 2026, ‘Chuniye Bharosa, Apno Sa’ extended to motor insurance in July, carrying the same idea into a new category.

The two films approached trust through different consumer insights. The health film positioned insurance as an act of care, encouraging consumers to protect their loved ones with a trusted partner. The motor film questioned the routine approach to vehicle insurance, asking consumers to be as thoughtful about choosing their insurer as they are about choosing their vehicle.

Featuring Pankaj Tripathi across both, the campaign encouraged consumers to look beyond the policy to the partner behind it. The motor chapter also highlighted SBI General’s network of 8,400+ garages, cashless repair facilities, faster approvals and a transparent claims process. Together, the films showed how the same promise could remain relevant across very different insurance needs.

When the numbers follow the idea

The health insurance phase delivered strong movement for both the brand and business.

In March 2026, SBI General’s health insurance revenue grew 28% year-on-year, with nearly 2X growth in New Business Premium, while website traffic rose 20%. The campaign generated 1 billion+ social media impressions and 337 million video views. A JioHotstar-EpSOS Brand Lift Study recorded a 12% uplift in brand awareness and a 5% increase in purchase intent.

Building on this momentum, the motor insurance launch in July 2026 further amplified the campaign’s reach, generating over 1 billion impressions and 10.79 million post engagements across social media and ET platforms, with an engagement rate of 10.63%.

Across both health and motor insurance launches, the campaign generated around 2 billion impressions, demonstrating its ability to drive sustained visibility and engagement. SBI General also achieved No. 1 Share of Voice in both March and July 2026, following the respective launches, reinforcing its presence across both categories.

Beyond the numbers, the campaign made a familiar insurance promise more distinctive by grounding trust in a relatable cultural insight and a credible human face, creating continuity across health and motor insurance.

The takeaway

Some of the strongest brand ideas do not begin with inventing a new truth, they begin by noticing one that already matters deeply to people.

For SBI General Insurance, that truth is trust.

‘Chuniye Bharosa, Apno Sa’ gave the idea a bridge, connecting insurance with everyday acts of responsibility and carrying it from health to motor insurance. With strategic communications support from Adfactors PR, trust grew beyond a single product or moment into a consistent brand conversation.

In a category built around promises for an uncertain future, a brand offering matters, but so does who people trust to offer it.