India’s life insurance industry has ramped up its awareness efforts with the Insurance Awareness Committee (IAC) launching the next phase of its nationwide Sabse Pehle Life Insurance campaign. The move comes in response to a growing protection gap, which now stands at 87%, up from 83% in 2019, and surpasses 90% among the 18–35 age group, as per a December 2023 NIA study.
The campaign, driven by 24 life insurers under the Life Insurance Council, is positioned to shift life insurance from an optional to an essential first step in financial planning. With strategic storytelling across TV, digital, print, and outdoor platforms, the initiative aims to turn awareness into action. It also features an upgraded digital portal offering user-friendly resources to assess coverage needs.
The campaign is gaining ground among salaried professionals and small business owners, who are increasingly recognising the importance of early protection amid rising healthcare costs and financial volatility. Local insurers report increased footfall and digital inquiries, suggesting early traction.
With a 96.82% claim settlement rate and projected industry growth of 10.5% CAGR, the campaign aligns with IRDAI’s rural mandates and supports India’s $5 trillion economic target.
