We focus on behavioural & interest-based targeting for impactful marketing: Shekhar Saurabh

In conversation with Adgully, Shekhar Saurabh, Head of Marketing, TATA AIG, speaks about the evolving consumer mindset towards health insurance and how TATA AIG is strategically leveraging digital platforms to amplify its reach. Additionally, he sheds light on the broader industry landscape, key challenges in marketing insurance, and the company’s forward-looking approach to innovation and customer engagement. Saurabh also shares insights on the expected impact of Budget 2025 on the insurance sector and the key growth drivers shaping the industry’s future.

Saurabh also delves into the inspiration behind the brand’s latest campaign – “With You Like Family, With You Always”. This campaign underscores TATA AIG’s commitment to providing not just financial security, but also unwavering support, much like a family does. By leveraging an emotionally resonant father-son narrative, the campaign seeks to shift the perception of health insurance from a transactional necessity to a heartfelt promise of care and protection. With Indian families placing immense value on trust and responsibility, the message aims to strike a deep emotional chord with consumers.

What was the driving force behind this campaign, and how does it reflect TATA AIG’s core values?

At TATA AIG, we believe protection is both a responsibility and a commitment. While fulfilling claims is essential, our larger purpose is to be a trusted partner in people’s lives, ensuring they feel secure and supported at every step. The driving force behind ‘With You like Family, with you Always’ was to highlight this dedication. Just as families provide unconditional care, we strive to do the same by understanding our customers' needs and offering solutions that truly make a difference. Rooted in empathy and a consumer-first approach, the campaign reflects our core values of trust, integrity, and responsibility, reinforcing that health insurance is not just a financial product but also a promise to stand by people when they need it most.

The ad beautifully captures a father-son bond. Why did you choose this particular narrative to communicate the message of health insurance?

Health insurance is a serious subject, and we wanted to approach it with the depth and sensitivity it deserves. Instead of taking a light-hearted or humorous route, which is common in the industry, we chose an emotional narrative that truly resonates in times of need. The father-son relationship embodies the essence of lifelong protection – care that is constant, often unspoken, yet deeply reassuring. By showcasing this evolving bond, we wanted to emphasize that just as a family’s support never wavers, the right health insurance should also provide unwavering security, especially when it matters most.

The tagline, “You can’t have a rate card for a lifetime of unconditional love”, is quite powerful. How do you think this resonates with the Indian audience, and what emotions do you want to evoke?

In India, family bonds are deeply valued, and protection is often expressed through actions rather than words. The tagline speaks to this sentiment, emphasizing that real care isn’t measured in numbers – it’s a lifelong commitment. Through this campaign, we want to evoke a sense of responsibility, reassurance, and trust, reminding people that just as they protect their loved ones, having the right health insurance ensures they are prepared for life’s uncertainties.

Many Indians still see health insurance as an optional expense rather than a necessity. How does this campaign aim to shift that mindset?

Health insurance is often overlooked until a crisis arises. This campaign shifts the conversation by drawing parallels between the way families protect each other and the role of health insurance. By showing relatable moments of care – whether it’s a father shielding his child or a son standing by his aging parent – we aim to make people rethink the importance of having a safety net before they need it. The goal is to move the perception of health insurance from a financial product to an essential layer of protection, just like the care a family provides.

Who is the primary audience for this campaign, and how is TATA AIG strategically reaching them through various marketing channels?

This campaign is designed for a broad audience, including young professionals, parents, and individuals planning for their family’s well-being. Recent data shows a growing trend of young Indians purchasing health insurance for their parents, recognizing the need for financial security in medical emergencies. With this in mind, the campaign resonates strongly with those who take on the responsibility of protecting their loved ones. To maximize impact, we are leveraging television, digital platforms, and social media, ensuring extensive reach across urban and regional markets. The campaign is being launched in multiple languages across key cities, allowing us to connect with diverse demographics and drive meaningful engagement.

What key metrics will you use to determine the success of this campaign, both in terms of brand perception and customer engagement?

One of our key success metrics is brand awareness. While TATA AIG is well-recognized across India, we aim to stand out in health insurance by reinforcing our commitment to policyholders in critical moments.

We aim to increase engagement through website visits, social media interactions, and customer inquiries while also evaluating brand perception to strengthen trust and customer focus.

How is digital marketing and social media playing a role in amplifying this campaign’s reach, especially among younger demographics?

The digital landscape is key to our marketing efforts, allowing us to reach a broader audience while engaging in meaningful conversations about health insurance, particularly among young professionals, Gen Z, and millennials.

For this campaign, we have taken a data-driven approach, leveraging customer insights and behavioral patterns to target key regions with high potential for engagement. By using regional language adaptations of our campaign video, we ensure accessibility and relatability across diverse demographics.

Social media plays a crucial role in creating awareness, driving engagement, and fostering two-way communication. Platforms such as Instagram, YouTube, and LinkedIn are being used for promotions, ensuring that we reach younger audiences in a space they are comfortable with. Through partnerships, interactive content, and real-time engagement, we aim to build trust and educate consumers on the importance of health insurance.

What were the biggest challenges in bringing this campaign to life, and what key learnings have you taken from the process?

One key challenge was capturing the right human insight that aligns with both the category and our brand. We see our consumers as the heroes of their own lives, and our role is simply to support them in the great work they already do. We wanted the campaign to be support-focused rather than self-promotional, highlighting how TATA AIG acts as a true partner during times of crisis. Crafting a narrative that positions us as a well-wisher and protector rather than just a service provider required careful thought and execution.

Another challenge was maintaining the right level of seriousness. Health insurance is a critical subject, and we wanted to emphasize its importance without making the ad film overly intense or overwhelming. Finding the right balance between urgency and reassurance was a key learning experience. Lastly, aligning the campaign with the Tata Group’s legacy of trust and community service was essential. Every element of the campaign had to reflect these core values while talking to the modern, evolved consumers.

Beyond this campaign, how is TATA AIG evolving its marketing approach to keep up with changing consumer behaviour and expectations?

Consumer behaviour is constantly evolving, and our marketing strategy is adapting accordingly. A major shift we are embracing is the growing demand for personalized and transparent communication. Customers, especially millennials and Gen Z, are well-informed and seek clarity in their insurance policies.

Our approach is data-driven and insight-led, ensuring that our campaigns and overall business strategy through product development, market expansion, and customer engagement align with evolving consumer needs. Young professionals are now a key segment for us, and we recognize that their expectations differ from previous generations. For instance, they prefer customized plans, seamless digital experiences, and clear value propositions.

Additionally, traditional look-alike audience targeting may not always be effective for millennial customers, as their preferences are more nuanced. Instead, we focus on behavioural and interest-based targeting to ensure our marketing efforts are both efficient and impactful.

How will the Budget 2025 impact the insurance industry?

The government’s strategic focus on healthcare and insurance reforms will be a crucial driver for the industry’s growth in 2025 and beyond. The increase in FDI limits is expected to attract more investment, leading to enhanced efficiency and innovation within the sector.

A well-structured insurance ecosystem will play a vital role in ensuring the financial security of individuals while expanding access to quality healthcare. By aligning our offerings with these government initiatives, TATA AIG is committed to contributing to this vision.

What do you see as the growth drivers for the insurance industry in the year ahead?

The key growth drivers for the insurance industry in the year ahead include rising customer awareness, increasing disposable incomes, and the growing demand for personalized insurance solutions. Digitalization and AI-driven innovations are elevating customer experience. Additionally, product diversification, including emerging segments like personal cyber insurance and telematics-based policies, is expanding market opportunities. Strong distribution networks and rural penetration will further drive growth, making insurance more accessible and tailored to changing consumer needs.

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