SBI General Insurance has announced Pankaj Tripathi as its brand ambassador, alongside the launch of its integrated campaign ‘Chuniye Bharosa, Apno Sa’. The move aligns a personality associated with credibility and authenticity with a brand positioning centred on trust and transparency, reinforcing its core promise of delivering reassurance that feels personal.
The campaign introduces a health insurance film that positions SBI General Insurance as a dependable partner in safeguarding families. Rooted in the insight that trust is built through everyday acts, the narrative focuses on small, consistent gestures of care that reflect responsibility, protection and support. This approach shifts category communication from transactional messaging to emotionally driven storytelling.
Featuring Tripathi, the film portrays him as a quiet pillar of strength within a family, attentive to their needs and expressing care through thoughtful, routine actions. His character reflects empathy, responsibility and commitment, attributes that resonate with Indian households. The narrative parallels the role of SBI General Insurance as a consistent and reliable presence, offering protection during critical moments. The campaign has been conceptualised and executed by TBWA Lintas.
The campaign’s messaging is positioned against the backdrop of an evolving healthcare landscape in India. Rising medical costs and increasing health awareness have elevated the role of health insurance as a key component of financial planning. SBI General Insurance integrates this context into its communication, emphasising product innovation, technology integration and transparent claim settlements as part of its value proposition.
Naveen Chandra Jha, md and ceo, SBI General Insurance, said, “India is witnessing a clear shift in how families approach healthcare and financial security. With rising medical costs and increasing health awareness, comprehensive health insurance has become essential rather than optional. Through the ‘Chuniye Bharosa, Apno Sa’ campaign and our partnership with Pankaj Tripathi, we aim to raise awareness about the need for proactive health protection while reinforcing our commitment to making insurance simple, accessible, and responsive to the evolving needs of Indian households.”
Tripathi added, “I am thrilled to be associated with SBI General Insurance, one of the strongest brands in the General Insurance industry as their brand ambassador. What truly moves me is the brand’s unwavering commitment to providing protection and the trust that it has among the customers. What touched me to the core is the campaign's heartfelt narrative, 'Chuniye Bharosa, Apno Sa’ - a promise that radiates warmth, deep responsibility, and an unbreakable sense of family and belonging. Through this film, the brand is igniting nationwide awareness about the critical necessity of health insurance, ensuring families across India are protected when it matters most.”
Rathin Lahiri, head - marketing and csr, SBI General Insurance, said, “We are delighted to welcome Pankaj Tripathi as our Brand Ambassador and to be the face of our new brand film. The film celebrates the quiet heroism of the common man, who does everything to improve the quality of life for his family as does SBI General Insurance to provide protection via Health Insurance.”
The integrated campaign will be amplified across print, television, out-of-home, OTT platforms and social media. Through a combination of storytelling and sustained engagement initiatives, the brand aims to scale the ‘Chuniye Bharosa, Apno Sa’ platform nationwide. This multi-channel approach is designed to strengthen brand recall, build emotional connection and reinforce SBI General Insurance’s positioning as a dependable partner in financial protection.
By combining a credibility-led ambassador with a narrative rooted in everyday realities, the campaign underscores a shift in insurance advertising towards relatability, trust-building and long-term consumer engagement.
