SBI Life Launches ‘Bima Ki Baat’ Campaign in Chhattisgarh to Promote Insurance Awareness

Initiative aligns with IRDAI’s vision of ‘Insurance for All by 2047’; awareness van to reach all 33 districts

RAIPUR : Despite the expansion of financial services in India, awareness of the role of life insurance in ensuring long-term financial security remains limited. This highlights the need to strengthen public understanding of the importance of life insurance. To address this gap, SBI Life Insurance, one of India’s trusted life insurance companies, today launched its ‘Bima Ki Baat’ initiative.

A specially designed awareness van flagged off from Raipur will travel across all 33 districts of Chhattisgarh to educate people about insurance. As the lead insurer for life insurance in the State under the Insurance Regulatory and Development Authority of India’s (IRDAI) State Insurance Plan, SBI Life aims to empower people to make informed decisions about financial protection and strengthen its commitment to advancing the regulator’s vision of ‘Insurance for All by 2047’.

The launch event was attended by Rishabh Kumar Parasar, Special Secretary, Finance Department, Government of Chhattisgarh; Rajiv Srivastava, Zonal Director, West Zone, SBI Life Insurance; Ankit Modi, Additional Director, Finance Department, Government of Chhattisgarh; and Amit Kumar Saha, Regional Director, Bhopal, SBI Life Insurance, among other dignitaries.

As the lead insurer for life insurance in Chhattisgarh under IRDAI’s State Insurance Plan, SBI Life is working to increase awareness of life insurance and educate people about the importance of financial security, thereby supporting the regulator’s vision.

The initiative comes at a time when insurance-related figures underline the need to improve public awareness. According to IRDAI’s Annual Report 2024-25, India’s insurance penetration remains at 3.7%, compared with the global average of 7.3%. Despite an increase in premiums, life insurance penetration declined from 2.8% to 2.7%. These figures highlight the need to expand insurance coverage across the country and make information about insurance simpler, more accessible and relevant to citizens’ needs.

IRDAI’s State Insurance Plan aims to promote focused efforts at the State level to expand access to life insurance and improve public understanding of insurance products. SBI Life has been assigned the responsibility of lead insurer for life insurance in Chhattisgarh. This role underscores the need for sustained, localised awareness initiatives to help people understand the importance of financial protection in securing their families’ futures.

To reach people directly, the ‘Bima Ki Baat’ awareness van will travel across all 33 districts of the State. It will use LED-enabled audio-visual content to communicate information about insurance. The campaign will incorporate the local Chhattisgarhi language and interactive modules to explain insurance-related concepts in a simple, accessible manner, while connecting them with local culture.

Speaking on the occasion, Rajiv Srivastava, Zonal Director, West Zone, SBI Life Insurance, said, “Strengthening financial security in the country requires people to understand the role life insurance plays in protecting their future. However, awareness remains limited in several communities. As the lead insurer for life insurance in Chhattisgarh, SBI Life is committed to addressing this gap through initiatives that help people understand the importance of financial protection in their everyday lives.

“‘Bima Ki Baat’ reflects our responsibility to advance IRDAI’s national vision of ‘Insurance for All by 2047’. It also embodies our philosophy, ‘Apne Liye, Apno Ke Liye’ (For Yourself, For Your Loved Ones). Financial security is not just a product but a purpose that helps people fulfil their aspirations, protect their families and contribute to building a stronger nation.”

Sharing his views on the initiative, Dr. Rohit Yadav, IAS, Finance Secretary, Government of Chhattisgarh, said, “IRDAI’s vision of ‘Insurance for All by 2047’ aims to ensure that every Indian family has access to simple, affordable and need-based insurance protection, irrespective of its economic background, district or social group.

“When people understand how life insurance can protect their aspirations and families while contributing to long-term financial stability, they are better equipped to make informed and confident decisions about their future. It is therefore essential to provide clear and accessible information to people in rural and semi-urban areas.

“SBI Life’s insurance awareness initiative, ‘Bima Ki Baat’, is a meaningful step in this direction. By providing insurance-related information in the local language, the campaign will help people make informed decisions to protect themselves and their families. This will support families across Chhattisgarh in building a more financially secure future.”

Through the ‘Bima Ki Baat’ initiative, SBI Life aims to strengthen awareness of financial security across Chhattisgarh, enabling individuals and families to make better-informed decisions about life insurance and their long-term financial future.