Top 5 Ad Campaigns 2025: Redefining Bonds in a Changing World

General Insurance Council's "Achha Kiya Insurance Liya": Pets as Unlikely Heroes 

With financial security being at the top of consumer interest list in a year, the General Insurance Council (GIC) of India introduced a campaign, which humanized insurance with a cute twist: the use of pet narrators in Achha Kiya Insurance Liya.

The ads, coined by Lowe Lintas, possessed slice-of-life tales whose narration was done by dogs, cats, buffaloes and even fish, recounting accidents that occurred to health, vehicles, property and livelihood. The voices of talents like Ila Arun, Archana Puran Singh and Raghubir Yadav provided a lot of warmth and humor, making what would otherwise seem dry subjects, into relatable stories.  

The entire message was pretty straightforward but very strong: Insurance is not about being scared; it is about being smart and having peace of mind.

The low penetration in the non-metro areas was addressed by the campaign through non-use of jargon and fear-mongering, making the discussions about insurance as natural as having a daily conversation on health or education. It ran along with the IPL and competition, incorporating sponsorships as "sportsman endorsements" when they were at their peak.  

The multi-platform campaign targeted more than 800 million Indians, and particularly in rural and tier 3 areas covered TV, digital, print, radio, and OOH in 12 languages. Reach was further extended through on-ground activations in 200+ towns.

It was met with massive favorable responses and social media was flooded with talk of the unlikely heroes and their naughty remarks - would a dog be able to narrate a bone-shattering fall, or a cat to comment on a car crash. According to Tapan Singhel, GIC Chairman, he referred to it as a movement of empowering underserved communities.

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