Mumbai, November 12, 2026: The Insurance Awareness Committee (IAC-Life) has rolled out the next phase of its Sabse Pehle Life Insurance campaign, with new films directed by Shoojit Sircar and featuring actors Vikrant Massey and Shweta Tripathi in Hindi, and Kalidas Jayaram and Aishwarya Rajesh in the South.
The campaign aims to address consumer concerns regarding claim settlements, term insurance returns, and long-term financial security. It specifically targets the 28% of consumers who, despite being aware of life insurance, remain hesitant to purchase policies.
Campaign impact and rural focus
According to a July 2026 evaluation by Kantar, the previous phase of the campaign increased top-of-mind awareness from 57% to 66% and raised purchase intent from 49% to 56%. The current phase is placing greater emphasis on rural outreach, with 30% of the media investment allocated to rural markets.
Key themes in campaign films
The campaign films, released in both Hindi and Tamil, focus on three main themes: over ₹6 lakh crore in benefits paid, term insurance with return of premium, and savings plans offering 20–30 year guarantees.
Notable participants and direction
The films are directed by Shoojit Sircar. In the Hindi versions, Vikrant Massey and Shweta Tripathi appear, while the Tamil versions feature Kalidas Jayaram and Aishwarya Rajesh.
Disclaimer: This article is based on a press release provided by the concerned organisation and has been edited for style and clarity with the assistance of AI tools. BusinessFortnight does not verify, endorse, or take responsibility for the claims, figures, or statements made in the original release.
