SBI General Insurance has launched a new campaign film featuring Pankaj Tripathi as part of its ongoing ‘Chuniye Bharosa, Apno Sa’ platform. The campaign focuses on the growing importance of health insurance amid rising medical costs and increasing financial pressures on households.
The film addresses the need for comprehensive health coverage in the context of lifestyle-related health concerns and medical inflation across India. According to government data released through the National Statistical Office’s 80th round health survey, the average hospitalisation in India now results in out-of-pocket expenditure exceeding INR 34,000 for households, highlighting the financial strain medical emergencies can create despite increasing health insurance adoption.
Featuring Pankaj Tripathi, the campaign film is built around everyday family realities and the pressures associated with work, commuting and long-term financial responsibilities. Through an emotional and relatable narrative, the film portrays individuals striving to secure a better future for their families while often overlooking healthcare preparedness and financial protection.
The communication positions health insurance as an essential component of financial planning and family security, particularly during uncertain situations. The campaign also reinforces the importance of choosing adequate and trusted health coverage aligned with changing healthcare needs.
Rathin Lahiri, head - marketing and CSR, SBI General Insurance, said, “Healthcare preparedness today is about more than just owning an insurance policy. For salaried individuals with family responsibilities, setting aside at least 2% of annual income towards insurance can be a prudent step to address changing health needs and rising medical costs. Through our Chuniye Bharosa, Apno Sa campaign, featuring Pankaj Tripathi as brand ambassador, we wanted to reflect the everyday efforts people make for their loved ones while encouraging a more proactive approach to protecting their family’s health and financial well-being. The campaign underscores the importance of choosing coverage that genuinely supports families during uncertain times.”
The campaign continues SBI General Insurance’s use of storytelling-led communication centred on trust, family protection and financial preparedness. By using relatable scenarios and emotional messaging, the brand aims to strengthen awareness around the role of health insurance in long-term healthcare planning.
The film also reflects the changing positioning of health insurance products, which are increasingly being marketed as part of broader financial and healthcare preparedness rather than solely as emergency support mechanisms. The campaign seeks to encourage consumers to evaluate coverage adequacy and adopt a more proactive approach towards health-related financial planning.
Alongside the campaign, SBI General Insurance highlighted its recently launched Health Alpha plan, which offers customisable coverage options, cashless hospitalisation across its network hospitals, preventive healthcare benefits, modern treatment coverage and claims assistance services. The company stated that the product has been designed to support evolving healthcare requirements for individuals and families.
With ‘Chuniye Bharosa, Apno Sa’, SBI General Insurance continues to position its communication around consumer trust, emotional relevance and financial security while addressing rising awareness around healthcare costs and preparedness in India.
