Tata AIA Intensifies its Efforts to Raise West Bengal's Insurance Penetration and Awareness

News Desk, News Nation 360 : As West Bengal's top insurance provider, Tata AIA Life Insurance Co. Ltd. (Tata AIA) has implemented several measures to boost the state's insurance penetration rate. In support of IRDAI's "Insurance for All by 2047" vision, Tata AIA has started several projects throughout the state. These include social media ads using regional themes and influencers, the "Bimarath" campaign, and the branch-based "Monthly Insurance Day" consumer engagement program. The 'BIMARATH' campaign of Tata AIA will create insurance awareness across 12 districts of South and North Bengal including the Kolkata Metropolitan Region through young professionals, housewives, businessmen, and MSMEs. There is a large LED screen mobile van playing insurance educational videos and Tata AIA employees, consultants, and volunteers conduct educational sessions and distribute informative leaflets in the local language. In addition to all of this, the trained health workers are also distributing free health check-ups under it and is giving insights of some crucial health indicators to over 3,000 people so far. Starting in mid-November, and by early December, this campaign reached around 10,000 residents of these districts Purulia, Siuri, Katwa, Ranaghat, Berhampur, Malda, Balurghat, Raiganj, Jalpaiguri, Alipurduar, Cooch Behar, and Darjeeling. Tata AIA also has 'Monthly Insurance Day' where they conduct awareness programs every second Thursday in its branches about the importance of life insurance. On social media, through influencer-driven campaigns on platforms such as Instagram, Tata AIA has engaged over 3 million users in West Bengal within the last eight months and is maintaining a high engagement rate of 10.75% by using localized and relatable content that speaks to the young audience.