Mumbai: TATA AIG General Insurance Company has launched a new integrated brand campaign for MediCare Select, its next-generation retail health insurance product crafted to cater to the evolving needs of young professionals, nuclear and multi-generational families. This initiative underscores the company’s commitment to offering inclusive, flexible, and affordable healthcare access across both urban and semi-urban India.
The heart of the campaign is an emotionally resonant film set in a maternity ward, symbolising the beginning of life and the protective thread that health insurance weaves across generations. The story showcases how MediCare Select goes beyond hospitalisation, offering comprehensive coverage tailored for every stage of life — from birth to old age.
MediCare Select is positioned as a versatile and forward-looking product in TATA AIG’s expanding retail health portfolio. It includes features such as unlimited sum insured restoration, policy period-wide utilisation through Infinite Advantage, and extended protection for OPD expenses, maternity care, mental wellness, and even medical consumables. The plan also offers a daily cash benefit, no-claim bonuses up to 100%, and exclusive discounts of 7.5% for salaried individuals and 10% for young families, blending affordability with adaptability.
Commenting on the campaign, Shekhar Saurabh, Senior Vice President and Head of Marketing, TATA AIG, said, “With MediCare Select, we wanted to bring to life a product that reflects the emotional realities of modern Indian families — where health planning begins at life’s most defining moments. The campaign captures this sentiment through a story rooted in care, protection, and togetherness. As health needs evolve, our focus is on delivering solutions that are not just clinically relevant, but emotionally resonant and accessible across urban and semi-urban India.”
The campaign will be deployed across a 360-degree media mix including print, digital, OTT, and social platforms, ensuring widespread reach and engagement with a diverse audience base. It forms a key part of TATA AIG’s broader strategy to enhance healthcare access and reinforce its position in the competitive retail health insurance space.
