Mumbai, 25 April 2025: TATA AIG General Insurance Company has launched an integrated brand campaign for MediCare Select, a next-generation health insurance solution designed to provide flexible, inclusive, and comprehensive coverage for families spanning three generations. The product launch is part of the company’s larger strategy to deepen healthcare access across both urban and emerging markets and strengthen its retail health portfolio.

Set against the backdrop of a maternity ward, the emotionally charged campaign film tells the story of three generations — symbolising protection from the very first moment of life. It positions MediCare Select as a plan that adapts to evolving health needs, offering coverage that extends far beyond hospitalisation. The narrative reinforces the role of health insurance in securing family wellbeing across life stages.

The campaign will be promoted across a mix of print, digital, OTT, and social media platforms, aiming to build meaningful awareness and emotional connection with audiences across India.

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.”

MediCare Select is part of TATA AIG’s evolving retail health portfolio, tailored for young families, professionals, and multi-generational households. Key features include unlimited sum insured restoration, full policy period utilisation under Infinite Advantage, and enhanced protection for OPD expenses, maternity care, mental wellness, and consumables. The plan also offers daily cash benefits, a no-claim bonus of up to 100%, and exclusive discounts for salaried individuals (7.5%) and young families (10%), making it a balanced blend of affordability, flexibility, and future-readiness.