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

Campaign aligned with IRDAI’s vision of ‘Insurance for All by 2047’; awareness van to cover all 33 districts of the State

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 increase public understanding of the importance of life insurance. To address this gap, SBI Life Insurance, one of India’s trusted life insurance companies, on Thursday launched its ‘Bima Ki Baat’ initiative in Chhattisgarh.

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

The launch ceremony was attended by Rajiv Srivastava, Zonal Director, West Zone, SBI Life Insurance; Ankit Modi, Additional Director, Finance Department, Government of Chhattisgarh; Amit Kumar Saha, Regional Director, Bhopal, SBI Life Insurance; and 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 highlight the importance of financial security, with the objective of furthering the regulator’s vision.

The initiative comes at a time when insurance-related figures underline the need to strengthen public awareness. According to IRDAI’s Annual Report 2024–25, India’s insurance penetration stands at 3.7%, compared with the global average of 7.3%. Meanwhile, life insurance penetration declined from 2.8% to 2.7%, despite an increase in premiums. These figures highlight the need to expand insurance coverage in 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 its benefits. SBI Life has been entrusted with the responsibility of serving as the lead insurer for life insurance in Chhattisgarh. The role underscores the importance of sustained, localised awareness efforts to help people understand how financial protection can secure their families’ futures.

As part of these efforts, the ‘Bima Ki Baat’ awareness van will travel across all 33 districts of Chhattisgarh. It will use LED-based audio-visual presentations, incorporating the local Chhattisgarhi language. Interactive modules will explain insurance-related concepts in a simple and accessible manner, connecting the information with local culture.

Speaking on the occasion, Rajiv Srivastava, Zonal Director, West Zone, SBI Life Insurance, said, “To strengthen financial security in the country, it is essential for people to understand the role life insurance plays in protecting their future. However, awareness remains limited in many 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 security in their everyday lives.

“‘Bima Ki Baat’ reflects our responsibility to advance IRDAI’s national vision of ‘Insurance for All by 2047’. It also brings to life our philosophy of ‘Apne Liye, Apno Ke Liye’ (For Yourself, For Your Loved Ones). Financial security is not merely a product but a purpose that helps people fulfil their dreams, protect their families and contribute to 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 insurance protection that is simple, affordable and suited to its needs, irrespective of economic class, district or social group.

“When people understand how life insurance can protect their dreams and families while supporting long-term financial stability, they are better equipped to make informed and confident decisions about their future. It is therefore essential to provide simple and clear 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 local languages, the initiative will help people make informed decisions to protect themselves and their families. It will support families in Chhattisgarh in building a more financially secure future.”

Through ‘Bima Ki Baat’, 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.