Reliance General Insurance has rolled out 'Protection Ka All Arounder', a three-film campaign for its product 'Reliance Personal Accident 360 Shield'.

The three films showcase conversations between two brother-in-laws and have been conceptualised by ^ a t o m. Drawing parallels between the product and figures like a potato, a cricketer and an artist where each performs as an all-rounder in their respective fields, the campaign effectively illustrates the product’s comprehensive nature.

What we think about it: We are seeing a trend of entertainment being blended into the otherwise serious insurance category, and this three-film campaign continues with that. We particularly liked the potato reference. 

Prabhdeep Batra, chief distribution officer, Reliance General Insurance, said, “With Reliance Personal Accident 360 Shield, we aim to redefine how people perceive Insurance by showcasing its versatility and essential role in protecting every aspect of life. Our campaign leverages humour and relatable characters to transform a traditionally serious topic into something engaging and accessible for families. The goal with this campaign is to bring a light-hearted yet impactful message into Indian homes, ensuring that important conversations about preparedness and security become a natural part of everyday life.” 

Yash Kulshresth, co-founder and chief creative officer, ^a t o m network, said, “Insurance isn't typically a topic that sparks excitement at home. We often shy away from discussing unpredictable and unfortunate life incidents with our loved ones. Through this campaign, we wanted to bring a light-hearted yet meaningful conversation into Indian households about an all-rounder insurance policy. The jija-saala duo is a fresh pair we plan to build as recurring characters for the campaign."

CREDITS:

Reliance General Insurance brand team: Surabhi Kanjilal, Rahul Sharma, Shilpa Bopanna, Akshara Agarwal
Creative team: Yash Kulshresth, Ravikrishna S, Rahul Gaate, Sourabh Dhabhai, Anil Nair  
Account management: Abheek Chatterji, Vikram Purohit, Sanket Misal
Production house: Atarkya Creatives Media labs
Directors: Shiva Varma and Saptaraj Chakraborty 
Producer: Aditya Sharma