SBI General Insurance Onboards Pankaj Tripathi, Launches ‘Chuniye Bharosa, Apno Sa’ Campaign

SBI General Insurance has appointed actor Pankaj Tripathi as its brand ambassador and rolled out an integrated campaign titled ‘Chuniye Bharosa, Apno Sa’, positioning trust and reassurance at the centre of its communication. The association brings together a personality widely regarded for authenticity with a brand that has built its positioning around reliability and transparency.

The campaign’s first film focuses on health insurance and presents Tripathi as a steady, attentive presence within his family. The narrative avoids dramatic spectacle and instead highlights everyday gestures that signal care and responsibility. The storyline mirrors the insurer’s intended role — a constant layer of protection that supports families during uncertain moments. The film has been conceptualised and executed by TBWA Lintas.

The timing of the campaign aligns with broader shifts in India’s healthcare landscape. Rising medical costs and increasing awareness around preventive care have pushed health insurance into mainstream financial planning. Insurers are now competing not just on pricing but also on clarity, digital accessibility and claims experience. SBI General Insurance has stated that it is working to simplify the category through product innovation, technology integration and transparent claim processes.

Naveen Chandra Jha, MD & CEO of SBI General Insurance, said the campaign aims to reflect changing consumer attitudes toward healthcare security. He noted that comprehensive health insurance is becoming essential rather than optional for Indian families and added that the brand intends to make insurance simpler and more responsive to evolving household needs.

Pankaj Tripathi described the partnership as aligned with values of protection and responsibility. Referring to the campaign line, he said it reflects warmth and a sense of belonging, while also raising awareness about the importance of health coverage.

Rathin Lahiri, Head – Marketing & CSR at SBI General Insurance, said the film focuses on the quiet heroism of the everyday individual who prioritises family wellbeing, drawing a parallel with the company’s role in offering financial protection.

The campaign will be amplified across television, print, outdoor, OTT and digital platforms, signalling a broad media push. For insurers operating in a category often perceived as complex and transactional, emotionally grounded storytelling is increasingly used to humanise the offering and improve recall.

Celebrity endorsements in financial services have typically leaned on authority or scale. In this case, the emphasis is on relatability. Tripathi’s screen persona, often associated with grounded and dependable characters, supports the brand’s effort to position health insurance as a personal, everyday decision rather than a distant financial product.

As competition intensifies in the general insurance market, especially in health, campaigns that balance emotional narrative with category education are becoming central to brand strategy. SBI General Insurance’s latest initiative reflects that shift — combining credibility, storytelling and multi-platform distribution to reinforce its trust-led positioning.