Digital Initiatives to Boost General Insurance

Awareness & Penetration Among Youth

Introduction
India’s general insurance penetration remains strikingly low – about 1% of GDP, compared to ~4.2%
globally 1 . This is despite growing awareness efforts like the General Insurance Council’s “Achcha Kiya
Insurance Liya” campaign, which echoes the success of “Mutual Funds Sahi Hai” in making insurance a
national conversation. The challenge now is to translate awareness into adoption, especially among the
youth who form the backbone of India’s digital-native demographic. Bajaj Allianz General Insurance
(BAGIC) and the GI Council seek scalable, youth-driven digital initiatives to make insurance intuitive,
relatable, and accessible. The goal: educate and engage young customers on insurance (with a focus on
BAGIC’s products), simplify policy discovery, build trust in the BAGIC brand, and ultimately drive
adoption across both urban and rural segments. In this report, we outline a comprehensive strategy
addressing key areas – from understanding youth perceptions to leveraging technology (AI, blockchain,
open APIs) – backed by examples from India’s emerging insurtech landscape.

Understanding Youth Perceptions & Barriers

Misconceptions and Barriers: Young Indians often underestimate the need for insurance, seeing it as
non-essential or “something to think about later” 2 . Common misconceptions include insurance being
too expensive, too complicated, or distrust in whether claims will be honored. Many youths feel
invincible in their 20s, assuming health issues or accidents “won’t happen to me,” which leads to
procrastination in buying coverage. There’s also a knowledge gap – insurance jargon and fine print
intimidate first-time buyers, making them dependent on agents or prompting them to avoid the topic
3 4 . This is exacerbated by past experiences in families or communities where claims were

cumbersome, breeding mistrust. To craft effective initiatives, we must first address these mental
roadblocks by simplifying insurance and correcting myths.

Segmented Insights: Different youth segments perceive insurance differently:

• Students (18–24): Typically on parents’ insurance or without any cover, students rarely prioritize
insurance. Misconception: “I’m young and healthy, I don’t need it.” They may only encounter
insurance when studying abroad (for which they often buy campus plans at higher cost) or when
required (e.g. vehicle insurance) 5 . Opportunity lies in highlighting affordable plans for youth
(like gadget insurance, travel or health cover for students) and framing insurance as a tool for
financial independence post-college 6 . For example, educating students that buying health
insurance early locks in lower premiums for life.
• Gig Workers & Young Professionals (20s–30s): Gig economy workers (delivery agents,
freelancers, startup employees) often lack employer benefits. They might perceive insurance as
complex or not tailored to irregular incomes. Misconception: “Insurance isn’t for people like me”
or “It won’t payout when needed.” Tailored messaging is needed to show how modular insurance
can fit their lifestyle – e.g. “Pay-as-you-go” health cover or daily accident cover when on the job.
Emphasize real stories of gig workers who were saved from financial ruin by insurance, to make
it relatable.

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 • Rural Youth: Young individuals in semi-urban/rural areas often have awareness via government
schemes (like PM crop or health insurance) but general insurance penetration here is minimal.
Barriers include lack of trust in institutions, low financial literacy about insurance, and limited
access to digital services (though smartphone use is growing). They respond better to local-
language communication and community influence. Any digital campaign must ensure regional
relevance (vernacular content, local case studies) and possibly blend online-offline efforts (like
community WhatsApp groups or school/college programs as trust channels). For instance,
Future Generali’s college outreach in Sikkim combined education with contests to engage youth
on insurance topics 7 .

Understanding these segments helps in designing initiatives that speak their language. Across the
board, one insight stands out: today’s youth want convenience with credibility. A recent study found
that while 50%+ of Gen Z and millennials prefer to research and buy insurance online, nearly half
still value expert guidance when making the final decision 8 9 . In other words, they seek digital
convenience but also a human touch to build confidence. Moreover, over 75% of young consumers
trust social media for financial advice 10 – a cue that our educational content must live on
Instagram, YouTube, WhatsApp and other social platforms they frequent. With these insights in mind,
we now propose digital strategies tailored to youth engagement.

Digital Engagement Strategies for Insurance Awareness

Reaching India’s youth requires meeting them where they already are – on smartphones and social
networks – with content that educates, entertains, and involves them. The following initiatives
leverage popular digital platforms and creative content formats to demystify insurance for young
consumers:

1. Leverage Social Media Platforms (WhatsApp, Instagram, YouTube Shorts, X): Social channels are
indispensable for spreading awareness, but the tone must be informal, relatable and visually engaging.
We propose:

• Instagram & YouTube Shorts: Create a series of short, catchy videos (“60-second Insurance
Basics”) explaining one insurance term or myth at a time. For example, a reel on “Deductible vs.
Co-pay simplified” using an analogy from college life or a meme format. Use storytelling and
humor to keep it fun – e.g. a sketch showing two friends, one with insurance and one without,
facing a medical emergency. Such relatable storytelling helps drive home the importance of
coverage. Influencers or popular content creators can amplify these – for instance, a fitness
vlogger could talk about how a sports injury was covered thanks to insurance, subtly plugging a
BAGIC health policy. Influencer-led content adds trust and youth appeal, as peers are more
credible to this audience than corporate ads.
• WhatsApp Micro-Learning: Leverage WhatsApp (which has deep penetration even in rural
areas) by launching an “Insurance Buddy” chatbot. Users can message a BAGIC WhatsApp
number and get interactive quizzes, daily tips, or myth-busting Q&A about insurance. For
example, a quiz question: “True or False: If I never make a claim, my insurance money is wasted.”
followed by an explanation of how insurance actually works and benefits of no-claim bonuses.
WhatsApp’s simple interface and vernacular support make it ideal to educate first-time buyers in
their comfort language.
• Twitter/X Engagement Campaigns: Take inspiration from ACKO’s recent social media strategy
which used humor and cross-brand banter. On Insurance Awareness Day, ACKO kicked off a
cheeky Twitter thread with the hashtag #InsuranceZarooriHai (“Insurance is necessary”),
challenging other brands to chime in on why insurance matters 11 . The result was a viral
conversation – e.g., food delivery apps, fintech brands, and even radio stations tweeted witty

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 responses linking their product to insurance necessity 12 13 . BAGIC, in collaboration with the
GI Council, could run a similar viral hashtag challenge to spark conversation among young
netizens. By using humor and pop-culture references, we make insurance a trending topic rather
than a boring chore. Such campaigns not only generate impressions but also normalize the idea
of insurance in everyday life (when you see even KFC or Paytm joking about it, it feels culturally
relevant).

Example of a humorous social post by an insurtech, using relatable scenarios to convey that “Insurance is
necessary” (#InsuranceZarooriHai) 11 4 . Youth-focused content that mixes memes or everyday humor can
make insurance a more engaging topic on social media.

2. Gamification and Interactive Education: Gamifying insurance learning can significantly boost
engagement by tapping into the natural competitive and playful behavior of younger audiences. Some
ideas:

• Insurance Quiz Apps or Challenges: Develop a simple quiz game (perhaps within the existing
“Caringly Yours” BAGIC app) where users answer questions about general insurance – e.g.
coverage scenarios, terminology, BAGIC product features – and earn points or badges.
Leaderboards could be shared on social media (“Top Insurance Champion of the week”), and
winners get small rewards (discount vouchers on premiums, merchandise, or even scholarship
points if targeting students). This turns learning into a fun challenge. For instance, ICICI
Lombard launched a “Game of Life” campaign that used a video-game metaphor – showing life as
a third-person game where health hits and accidents deplete your ‘life bar’ until insurance
power-ups save the day 14 15 . Inspired by this, BAGIC could create a mini interactive story
game where players make choices (e.g. drive with/without insurance, see outcomes) to subtly
teach the value of being insured. The key is a multiplier effect: a well-designed gamified campaign
can go viral, with users tagging friends to beat their score, thereby spreading awareness
organically.
• Campus Hackathons & Competitions: To engage college youth (who are influential in family
financial decisions 16 ), BAGIC can host digital hackathons or idea contests on insurance
solutions. For example, a nationwide online competition for students to design an insurance
awareness meme, a short video, or an app feature idea – with winners awarded internships or
cash prizes. This not only crowdsources fresh ideas from youth but makes them ambassadors of
insurance literacy in the process. (Future Generali’s college outreach in Sikkim used essay and
elocution contests on insurance 7 ; moving this concept online can scale it across India’s
colleges.)
• Rewards for Spreading Awareness: Introduce a referral or ambassador program where young
customers earn points for teaching others about insurance. E.g., if a person takes a short online
course “Insurance 101” (BAGIC could collaborate with edtech platforms to create a 30-minute
course) and then refers friends, they get premium cashback or an entry into a prize draw.
Integrating such reward mechanisms gamifies the act of sharing knowledge. This peer-to-peer
evangelism is powerful – a friend convincing you to get insured because they earned something
and learned something will carry more weight.

3. Storytelling & Influencer Content: Facts tell, but stories sell. We should humanize insurance through
storytelling that resonates with young lifestyles:

• Real-Life Stories & Testimonials: Create a content series highlighting real stories of young
individuals who benefited from insurance. For example, a short video of a 25-year-old
entrepreneur who met with a bike accident and could afford surgery only because of his
accident insurance, ending with him saying “Achcha kiya insurance liya” (it’s good I had insurance).
Such authentic stories, shared on YouTube and Instagram, can emotionally connect with viewers

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 and underscore insurance as a safety net for anyone. Encourage customers to share their own
experiences with BAGIC (perhaps via a contest or simply by featuring select user stories on
official pages). Peer endorsements and community testimonials build trust – hearing a claim
experience from a relatable person counters the skepticism that “insurers don’t pay up.”
• Influencer Collaborations: Partner with popular youth influencers in niches like finance, travel,
or fitness to create content around insurance. For instance, a travel vlogger can post “5 travel
tips before you fly” with one tip being getting travel insurance (integrating BAGIC’s travel policy
subtly). A fitness YouTuber can discuss the importance of health insurance for gym injuries or
nutrition consultations. The content should not feel like an ad, but rather an expert giving life
advice – with insurance woven in. Given that social media is a go-to advice source for over 75%
of young consumers 10 , such collaborations ensure the message is delivered by voices they
already trust.
• Edutainment Series: BAGIC could produce a lighthearted web-series or animation that follows
characters navigating “adulting” – getting a first job, buying a bike, traveling, etc., and how
insurance comes into play. For example, an episode where two friends start a road-trip; one
bought motor insurance add-on covering road assistance, the other didn’t – and the difference in
their experience when the bike breaks down. Through episodic storytelling (5–7 minute YouTube
episodes or a comic strip series on Instagram), we embed insurance lessons in entertaining
narratives. Storytelling makes abstract concepts tangible and memorable, increasing the
likelihood that viewers will recall and act on them.

4. Multi-Language, Localized Campaigns: To truly achieve scale, digital initiatives must be inclusive of
India’s linguistic and cultural diversity. BAGIC’s recent “AapKe Liye” state-specific health plans are a great
example of localization – offering policies with regional branding (e.g. “AapKe Liye” in Hindi-speaking
states, “Mee Kosam” in Telugu, “Apnar Jonyo” in Bengali) tailored to local healthcare needs 17 18 . We
should mirror this approach in awareness campaigns:

• Create regional language content – e.g. short explainer videos in Hindi, Bengali, Tamil, etc., with
context relevant to that region. A video for rural Maharashtra might talk about crop insurance or
livestock coverage in Marathi. A post for urban Karnataka youth could be in Kannada focusing on
motor insurance for daily commuters. Using local idioms and festival references makes the
message more relatable. For instance, around Pongal or Bihu, run a social media ad saying “May
your harvest be bountiful – and protected. Achcha kiya insurance liya!” tying into crop
insurance awareness, delivered in the local language.
• Leverage regional micro-influencers: A YouTube educator who explains personal finance in Hindi,
or a popular Malayalam tech blogger who can speak about cyber insurance in simple terms, can
carry the torch of insurance education to specific audiences that national English campaigns
might miss. BAGIC can support these creators with accurate information and let them package it
in their signature style.
• “Aapke Liye” Digital Push: Since BAGIC has launched these region-specific products, a
dedicated digital push is needed so that the target audiences know about them. This can include
geo-targeted ads (Facebook/Google ads that show AapKe Liye to users from UP, Tuhade Lai to
users in Punjab, etc.), vernacular landing pages, and local testimonials (“I’m from Uttarakhand
and Aapke Liye truly felt made for me…”). By aligning marketing with localized products, BAGIC
builds credibility – showing that we understand and care about each community’s unique needs.

In summary, digital engagement should make insurance visible in daily digital life: fun Instagram posts,
helpful WhatsApp chats, trending hashtags, and regional voices all reinforcing that insurance is
important, easy, and “for you.” Next, we discuss how to simplify the insurance experience itself through
personalization and technology – turning awareness into actual adoption.

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Personalization & Accessibility of Insurance Products
To convert engaged prospects into satisfied policyholders, BAGIC must offer insurance solutions that fit
the lifestyles and budgets of young customers. This means moving away from one-size-fits-all policies to
more modular, personalized products, and using technology (AI/ML) to guide users to the right
choices. Key strategies:

1. Modular & Flexible Insurance Offerings: Youth segments have diverse needs – a college student
might want a simple “Gadget Insurance” for their laptop/phone and a small health cover, whereas a
young gig driver might prioritize an accident cover and liability insurance. BAGIC could design modular
plans that allow customers to “build their own insurance” bundle. For example: a base personal
accident cover to which one can add riders like outpatient health cover, or add a month-long travel
cover when going on vacation, etc. This adaptability makes insurance feel customized to one’s life stage.
In fact, BAGIC already offers a “My Health Care Plan” that lets customers design a health cover by
choosing from various options 19 20 . Extending this concept to other insurance lines and marketing it
to youth as “Mix and Match Insurance – only pay for what you need” could increase appeal. Modular, bite-
sized insurance also addresses the income barrier – young adults with limited income can start with
small coverage and scale up as their financial situation improves.

• Life-Stage Bundles: Create pre-packaged bundles targeting specific life stages of youth. For
instance, “Campus Secure Pack” – a bundle for college students that includes student health
insurance (covering mental health and accidents, which many student plans now do 21 ), gadget
insurance for laptop/phone, and maybe a small term life cover for education loan protection.
Likewise, a “Young Freelancer Pack” could combine health insurance, accident/disability cover,
and income loss protection (to cover gig workers during injury downtime). By branding and
marketing these bundles on digital platforms frequented by these segments, insurance becomes
more contextual – seen as relevant to their current life situation rather than a generic financial
product.
• Micro-duration and On-Demand Insurance: The digital generation is used to on-demand
services (streaming, ride-hailing), and insurance can be offered in a similar fashion. BAGIC can
explore very short-term insurance products sold through digital channels – for example, travel
delay insurance sold via a flight booking app (covering your trip if flight is delayed more than 2
hours), or daily adventure insurance for a day of trekking or an extreme sport event. Startups
have experimented with such bite-sized covers (sometimes at prices as low as ₹50 for a day’s
cover) to great success because they address an immediate need without a long commitment.
These can serve as gateway products to introduce uninsured youth to the experience of being
insured. Once they see a quick claim payout on a one-day policy (e.g. getting ₹1000 for a flight
delay via an automated claim), they are more likely to consider larger policies. BAGIC’s wide
product range could be unbundled and distributed in partnership with platforms like travel
portals, e-commerce (gadget protection at checkout), or food delivery (in-app accident insurance
for delivery partners), increasing penetration in segments previously unreached.

2. AI/ML for Personalization and Guidance: Implementing AI-driven tools can simplify the discovery
and purchase journey, tailoring it to each user:

• AI Insurance Advisor: Integrate an intelligent advisor on BAGIC’s website/app that asks users a
few simple questions (age, life situation, concerns) and then recommends appropriate policies
or coverage levels. For example, if a user indicates “I just bought a new bike and I’m a
freelancer,” the AI advisor might suggest a motor insurance policy with an add-on personal
accident cover and a health policy with monthly premium options. By analyzing user data and
behavior (with consent), the AI can personalize suggestions – much like how streaming services

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 recommend shows. This addresses the analysis-paralysis many young buyers face when
confronted with too many choices. A study by PYMNTS found younger consumers want
personalized, convenient digital experiences but also appreciate guidance due to lack of
confidence in their own insurance knowledge 22 23 . An AI assistant offers that guidance 24/7
in a friendly, non-judgmental way. There are already apps using AI for insurance advice – e.g., an
insurer launched an AI tool to help assess adequate health cover for individuals, simplifying
what used to be a complex decision 24 . BAGIC can similarly leverage machine learning on its
huge customer data to create a recommender system that gets smarter over time.
• Streamlined Onboarding and Claims with AI: Beyond recommendations, AI/ML can hugely
improve accessibility by reducing the hassle in buying and claiming insurance. For instance,
ICICI Lombard’s AI-enabled car inspection allows customers to renew lapsed motor insurance
by simply uploading photos of their car via a mobile app, with an AI algorithm assessing damage
instantly – cutting the process from days to mere minutes 25 . BAGIC could implement similar
AI-based self-inspection for motor policy renewals or even health claims (upload hospital
documents via app, AI reads and pre-approves in real-time for certain cases). Instant
gratification is key for digital-native youth; features like “20-minute claim settlements” (which
Navi General Insurance advertises for health claims) send a strong message that insurance can
be as quick and easy as UPI payments 26 . Additionally, AI chatbots for customer service can
answer policy queries in simple language, helping young customers 24/7 without them needing
to call a branch or agent. A seamless, tech-powered experience will increase conversion rates,
as surveys show convenience is a top priority for Gen Z and millennials when choosing insurance
8 .

3. Improved Accessibility through Digital Platforms: We must ensure that discovering and
purchasing BAGIC insurance is ultra-accessible on the platforms youth already use:

• Embedded Insurance via Open APIs: BAGIC should aggressively pursue partnerships to embed
its products in popular apps and services, leveraging open APIs. For example, integrating
BAGIC’s travel insurance API with an online travel booking site allows a user to buy trip coverage
with one tap during ticket purchase. Tie-ups with e-wallets or gig platforms (for offering
insurance to gig workers) can similarly broaden reach. Edelweiss General Insurance pioneered
an Open API gateway in India to let partners seamlessly integrate and offer its insurance
products, retrieving quotes and policy details in real time 27 . The benefit is twofold: wider
distribution and a smoother customer experience (the user can buy insurance on a familiar app
without lengthy sign-ups). BAGIC should list its APIs on the IRDAI’s API Sandbox/API Setu and
invite fintechs/insurtechs to co-create solutions. The ease of access – insurance available “at the
point of need” – will drive up penetration, especially for first-time buyers who wouldn’t have
sought out insurance on their own.
• Digital Payment and Freemium Models: To hook cost-sensitive youth, BAGIC could introduce
innovative payment options such as subscription-based insurance (pay monthly like Netflix for
your policy, cancel anytime) or freemium coverage. For instance, offer a basic personal accident
cover free for one year to all 18-year-olds in a campaign (perhaps funded as a CSR initiative) –
they just need to sign up digitally. This not only acts as a powerful awareness play (“Wow, I got
free insurance and see its benefits”) but also builds a customer base to upsell other products.
Simplifying payments – supporting wallets, UPI, Buy-Now-Pay-Later for premiums – will make
young customers more likely to take the plunge, as it fits their digital payment habits.

By personalizing products and leveraging AI and APIs, BAGIC can make insurance easy to choose and
use. A youth purchasing insurance should feel as intuitive as ordering food online – with clear options,
tailored suggestions, and instant fulfillment. The payoff is twofold: better customer acquisition and
higher trust (since the company is seen as tech-forward and understanding of their needs). Speaking of
trust – the next section tackles how to deepen it through transparency and community-building.

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Building Trust & Transparency through Technology and
Community
Trust is the currency of insurance. To win over skeptical young customers and retain the 160+ million
existing BAGIC customers, we must double down on transparency, fairness, and support. Two
promising avenues are emerging technology (to simplify and secure processes) and fostering
community engagement for peer-driven trust.

1. Streamlining Claims & Policy Management with Tech (Blockchain & Open APIs): Claim settlement
is the true moment of truth for insurance. A single bad claim experience can destroy trust for an entire
peer group, whereas smooth claims create lifelong ambassadors. Here’s how BAGIC can instill
confidence:

• Blockchain for Transparent Claims: Adopting blockchain in claims processing can provide an
immutable, time-stamped trail of every step in a claim, visible to the customer. For example, a
private, permissioned blockchain could record when a claim was filed, when the surveyor
uploaded a report, when approval was given, etc., in a tamper-proof ledger accessible through
the customer’s app. This level of transparency means the customer isn’t left in the dark – they
can see that, say, “Claim inspected at 10:30 AM, approved at 2:00 PM, payment in process” with
confidence that the data is reliable. Blockchain can also enable smart contracts for automatic
payouts in simple cases (for instance, flight delay insurance could automatically trigger payout
when flight data (oracle) shows a delay of X hours, without manual intervention). Globally and in
India, insurers are exploring blockchain to reduce fraud and speed up claims; by moving claims
to an immutable ledger, it streamlines verification and builds trust that no one is unfairly altering
your claim 28 . BAGIC’s leadership in this (perhaps via a pilot for health or travel claims) would
signal to tech-savvy youth that the company is serious about fair and fast claims – a key trust
booster.

• Open APIs for Policy Services: Earlier we discussed open APIs for distribution, but they also
promote transparency in servicing. By offering APIs for policy details and status, BAGIC can let
third-party apps (say, a personal finance aggregator or the government’s account aggregator
framework) fetch a customer’s policy status, premium due, claim status, etc., in real-time. This
interoperability means customers can use their preferred interface to manage insurance –
increasing convenience and trust. For example, a farming app used by rural youth could, via
open APIs, show the status of their crop insurance claim right alongside weather and crop
information. Such integration not only simplifies the user experience but signals that BAGIC has
nothing to hide – data is readily available across platforms. As The Paypers reported about one
insurer’s Open API gateway, it enables real-time info like premium quotes and claim updates,
reducing turnaround times and improving customer experience 27 . Essentially, open APIs treat
insurance not as a siloed service but as part of a larger digital ecosystem, which is how young
customers view their financial lives.

• Faster & Fairer Processes: Alongside tech like AI and blockchain, BAGIC should continue to
invest in initiatives that visibly expedite and humanize claims. The “Care Angels” program is a
prime example – BAGIC introduced Care Angels as personalized healthcare concierges who guide
customers during hospitalization and claims 29 . This industry-first initiative ensures that when a
customer is in distress, they have a human ally to navigate paperwork and get claims approved
quickly. Care Angels provide 24/7 virtual support across any hospital in India 30 , essentially
hand-holding customers through the claim. To amplify the impact of Care Angels for trust-
building, BAGIC can do two things: (a) Digital integration – e.g. a one-tap button on the BAGIC

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 app that says “Summon Care Angel” when you’re about to file a claim or are at a hospital, so help
is instantly accessible. (b) Marketing the success stories – share testimonials (text or video)
from customers who felt truly cared for by this service (with permission). For instance, a short
clip: “When I had an accident, BAGIC’s Care Angel stayed with me on call through the night, ensuring
my cashless claim was approved in 30 minutes. It felt like a friend was there in my time of need.” Such
stories, circulated on social media and WhatsApp, build immense trust through word-of-mouth.
Care Angels embody trust through human touch, and digital campaigns should highlight this
differentiator, turning it into a reason for youth to prefer BAGIC (knowing they won’t be left alone
in crisis).

2. Fostering Community and Peer Endorsements: Young consumers rely heavily on peer opinions –
whether via online reviews, forums, or social media – before trusting a brand. We can harness this
dynamic to build a BAGIC community that organically advocates for insurance:

• Online Community Forums/Platforms: Establish a BAGIC-run online community (perhaps as a

moderated Facebook Group or a section on the BAGIC app) where customers and experts can
discuss insurance topics, share tips, and help answer queries. For example, a thread titled
“#AchchaKiyaInsuranceLiya moments” where users post about how insurance saved the day
for them – from small things like a quick bike repair claim to major hospital bill coverage. New or
skeptical customers can browse these real experiences, ask questions (“How long did claim X
take with BAGIC?”), and get responses from actual users or BAGIC moderators. This transparency
– letting customers voice both positive experiences and concerns in a community – can greatly
increase trust. It shows BAGIC isn’t shying away from customer feedback and that many peers
have had positive outcomes. We should encourage satisfied customers (especially the youth) to
share their testimonials in this community by perhaps incentivizing it (e.g., feature the best story
of the month in a newsletter or give a small reward). Additionally, integrating ratings and
reviews for products on digital platforms (similar to how one reviews a gadget or app) can help.
For instance, on the BAGIC website or app, after a claim, ask the user to rate the service. Display
aggregate ratings for products (e.g., “Health Guard Policy – 4.5★ based on customer reviews”) so
prospects see unbiased feedback. Peer endorsements in this manner reduce the perceived risk
of buying.
• Influencer and Ambassador Programs: We touched on influencers for awareness; here the
focus is on trust. BAGIC can identify micro-influencers or thought leaders in finance/health who
genuinely believe in insurance and have them share their positive experiences in detail. For
example, a well-known personal finance blogger in his 30s could write a detailed blog or video
about how BAGIC’s travel insurance helped him when his luggage was lost in Europe, praising
the smooth claim. These in-depth reviews or “journeys” resonate as authentic (provided the
influencer discloses honestly and the content is not overly scripted). Another approach is a
Campus Ambassador program – recruit college students or young professionals as volunteer
ambassadors who educate their community about insurance, perhaps under a name like “BAGIC
Young Leaders”. Provide them training, small stipends or certificates, and let them host small
events or webinars. Their peers will trust their word far more than an advertisement. This boots-
on-ground (albeit digitally coordinated) approach builds trust through familiarity.
• Transparency Initiatives: Make information readily available that can boost confidence. For
instance, publish claim settlement statistics in an easy format: “98% health claims settled in 30
days; average approval time: 2 hours for cashless”. If BAGIC has a strong claim record, flaunt it in
dashboards on the website/app. Also, educating users on their rights and policy details upfront
creates transparency – perhaps a short “Know Your Policy” video for each product that plainly
explains what is covered and what isn’t, in simple language. When customers feel a company
isn’t hiding anything, trust soars. The regulator IRDAI has also pushed for insurers to strengthen
social media engagement and digital grievance redressal 31 – BAGIC should ensure prompt

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 responses to customer queries/complaints on Twitter, Facebook etc., visible for all to see. A
responsive brand is perceived as a trustworthy one.

By blending cutting-edge tech (that simplifies and secures insurance processes) with community-
building (that humanizes the brand through peer voices), BAGIC can significantly strengthen trust
among young consumers. When a company visibly cares (through initiatives like Care Angels) and is
open in its dealings, even a normally indifferent youth will take note and be more inclined to do
business.

Measurement & Impact Evaluation

To ensure these initiatives are effective and inclusive, BAGIC must track the right metrics and iterate
based on feedback:

• Awareness & Engagement Metrics: Gauge the reach of digital campaigns through metrics like
social media impressions, hashtag trends, video views, and engagement rate (comments,
shares). For instance, track how many people took the insurance quizzes or interacted with the
WhatsApp chatbot. A rising trend in search queries for “BAGIC insurance” or increased traffic to
educational pages would also indicate growing awareness. On the qualitative side, conduct
periodic surveys or social listening to see if “Achcha Kiya Insurance Liya” and insurance necessity
are being internalized by the youth – e.g. an increase in survey respondents saying “insurance is
essential for me” compared to baseline.
• Conversion & Penetration Metrics: Ultimately, measure how awareness translates to action.
Key indicators include: number of policies bought by first-time young customers (e.g., monitor
18–30 age segment policy count growth), uptake in previously low-penetration segments (such
as rural areas or among gig workers – perhaps track profession data if available), and cross-sell
rates (a youth educated on motor insurance might also buy health insurance). Conversion
metrics can be tied to campaigns: e.g., how many users who engaged with a particular
Instagram campaign ended up visiting the purchase page or getting a quote. The conversion
funnel (engagement -> quote -> purchase) for digital-native customers should steadily improve if
initiatives are working.
• Trust & Satisfaction Metrics: Monitor metrics that reflect trust, such as customer satisfaction
scores, Net Promoter Score (NPS) among young customers, average claim settlement time and
grievance ratios. If community forums are launched, track participation levels and sentiment (are
conversations largely positive/helpful?). An important metric is persistency/renewal rate
among youth – if they renew policies or upgrade coverage next year, it signals they found value
and trust the insurer. Also, track the usage of support initiatives: e.g., how many people used
Care Angel support, and their feedback. High adoption of such features and positive testimonials
mean trust-building is succeeding.
• Inclusivity & Regional Reach: Since inclusivity is a goal, metrics should be sliced by region and
language. Are we seeing engagement from non-metro areas? How many queries or sales in
vernacular languages? Each region where AapKe Liye or similar policies launched should show a
bump in health insurance adoption – that can be directly measured 18 . Also, track campaign
localization – e.g., number of regional influencers engaged, regional content pieces created – to
ensure we are not just focusing on English/Hindi-speaking urban youth. The “Insurance for All”
mission implies reaching the last mile; thus, measuring the spread (number of districts with at
least X policies, etc.) pre- and post-campaign can indicate improved penetration.

Regular monitoring of these metrics will allow BAGIC and the GI Council to refine their approach. If, say,
YouTube Shorts in Hindi are getting far more traction than English ones, pivot resources accordingly. Or
if youth engagement is high but conversion low, maybe the purchase process needs further

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simplification or trust interventions (like live chat support to handhold during purchase). The digital
nature of these initiatives means we can get data quickly and adapt in an agile manner – a huge
advantage over traditional campaigns.

Finally, a note on the “Aapke Liye” initiative: Its impact will be maximized if combined with the right
outreach. This state-tailored product approach is inherently inclusive – customizing coverage and
pricing to local needs 32 . To make a difference, BAGIC should integrate Aapke Liye into the awareness
narrative: for example, a regional ad that says “Maharashtra ke liye, insurance bhi khaas (special insurance
for Maharashtra)” highlighting the localized benefits. By tracking the adoption of these state-wise
policies and gathering customer feedback, BAGIC can demonstrate that tailoring boosts penetration. If
successful, it could become a model for other insurers, reinforcing BAGIC’s leadership.

Conclusion
In conclusion, increasing general insurance awareness and penetration among India’s youth demands a
transformative digital-first approach. We must educate in the language of the youth – which today is
memes, hashtags, and on-demand convenience – while offering insurance solutions as agile and
personalized as the generation consuming them. The proposed initiatives span a wide spectrum: from
viral social media campaigns and gamified learning, to AI-driven personalization, modular products,
and trust-building tech like blockchain and community platforms. The underlying theme uniting these is
accessibility – making insurance easy to understand, easy to buy, and easy to trust.

Bajaj Allianz and the GI Council are well-positioned to drive this change. They have strong brand
credibility, an existing massive customer base, and innovative programs (Care Angels, state-specific
policies) to build on. By also learning from the playbook of insurtech startups and digital-centric
competitors – for example, ACKO’s humorful campaigns 33 , ICICI Lombard’s gamified branding 34 ,
Navi’s app-based UX, and others – BAGIC can blend the best of industry experience with startup agility.
Importantly, this is not a one-time campaign but a sustained effort: a youth who grows up with positive
impressions and understanding of insurance is likely to remain insured for life, and influence their
family and friends too (the multiplier effect we seek).

Success would mean seeing a future where buying insurance is as intuitive for an Indian youngster as
ordering food on Zomato – where terms like “IDV” or “deductible” no longer scare, where claiming on
insurance is hassle-free and maybe even praised on social media, and where “Achcha Kiya Insurance Liya”
becomes a resonant truth in youth culture. The journey to that future begins now, with bold ideas and
unwavering commitment to a more informed, financially secure generation. By implementing these
digital initiatives and continually adapting to feedback, BAGIC and the GI Council can truly harness
India’s demographic dividend to achieve an insured, resilient nation.

Sources:

• PYMNTS report on Gen Z & millennial insurance preferences 35 10

• Press release (PIB) on insurance penetration in India 1 31
• ACKO Insurance social media case study (Insurance Awareness Day campaign) 33 11

• ICICI Lombard “Game of Life” gamification-centric campaign 14 15

• Future Generali college campaign for insurance awareness 7 36
• Bajaj Allianz state-specific “AapKe Liye” health policies (regional customization) 17 18

• Microsoft AI case study (ICICI Lombard’s AI inspection for motor insurance) 25

• Edelweiss General’s Open API Gateway announcement 27
• Bajaj Allianz “Care Angels” concierge service description 29

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 • Social Samosa – Insurance content needs simplification & #InsuranceZarooriHai context 3 2

1 31 Press Release:Press Information Bureau

https://www.pib.gov.in/PressReleasePage.aspx?PRID=2132183

2 3 4 11 12 13 33 Case Study: How ACKO leveraged humour on social media to emphasise the
importance of insurance
https://www.socialsamosa.com/indian-social-media-case-studies/case-study-acko-leveraged-humour-social-media-
importance-insurance-6238007

5 21 Student Health Insurance Online 2021: Overview, Benefits & More

https://navi.com/blog/all-about-student-health-insurance/

6 7 16 36 Future Generali India launches insurance awareness campaign for youth in colleges in
Sikkim
https://general.futuregenerali.in/about-us/media-center/future-generali-india-launches-insurance-awareness-campaign-for-
youth-in-colleges-in-sikkim

8 9 10 22Young Consumers’ Insurance Purchasing Mantra: ‘Digital Convenience With a

23 35

Human Touch’ | PYMNTS.com

https://www.pymnts.com/insurance/2023/young-consumers-insurance-purchasing-mantra-digital-convenience-human-
touch/

14 15 34 ICICI Lombard redefines the ‘game of life’ with a disruptive gamification-centric campaign, ET

BrandEquity
https://brandequity.economictimes.indiatimes.com/news/advertising/icici-lombard-redefines-the-game-of-life-with-a-
disruptive-gamification-centric-campaign/107916851

17 18 32 Bajaj Allianz Launches State-Wise Health Insurance Policies Tailored to Regional Needs
https://www.business-standard.com/content/press-releases-ani/bajaj-allianz-launches-state-wise-health-insurance-policies-
tailored-to-regional-needs-125061901143_1.html

19 20 29 30 Bajaj Allianz Prive - Comprehensive Insurance Solutions for Elite

https://www.bajajallianz.com/insurance-for-high-net-worth-individuals.html?pzmFrQSa/F94QR+SbBlurkRqlm+pEmRabMj/
5m+BnvE=.html

24 India: Insurer launches AI-powered tool to help assess health ...

https://www.asiainsurancereview.com/News/View-NewsLetter-Article?id=91460&Type=eDaily

25 AI takes the pain out of car insurance in India - Microsoft Stories India
https://news.microsoft.com/en-in/features/icici-lombard-ai-enabled-car-inspection-app-india/

26 Navi App | These days, you can't trust anyone. But when life throws a ...
https://www.instagram.com/reel/DL96rjXSOto/

27 The Paypers
https://thepaypers.com/fintech/news/egi-rolls-out-open-api-gateway-for-insurance-in-india

28 How blockchain technology is transforming the insurance industry

https://appinventiv.com/blog/blockchain-transforming-the-insurance-industry/

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