MAM
IndusInd General Insurance marks Raksha Bandhan with support-led campaign
Festive film uses a roadside breakdown to show why timely support matters
MUMBAI: IndusInd General Insurance, formerly known as Reliance General Insurance Company, has launched a Raksha Bandhan campaign centred on a simple idea: timely support can help people make it to the moments that matter.
The campaign draws a parallel between the reassurance offered by family and the support provided by insurance when life takes an unexpected turn. Its festive film brings this idea to life through a familiar Raksha Bandhan rush, with a little roadside trouble thrown into the journey.
The film follows a sister travelling home to celebrate Raksha Bandhan with her brother. As he waits with a rakhi thali and gifts, her journey hits an unexpected bump when her vehicle breaks down, putting her plans and the family celebration at risk.
Rather than letting the breakdown derail the occasion, she uses the 24×7 Roadside Assistance feature on the IndusInd Insurance App to raise a request. Help arrives, allowing her to get back on the road and reach home in time for the celebration.
The campaign positions roadside assistance not simply as a vehicle-related service, but as a way of helping customers stay connected to important people and occasions when an unforeseen disruption threatens to get in the way.
“Raksha Bandhan is rooted in trust, care and the promise of standing by one another through every phase of life. At IndusInd General Insurance, we believe insurance goes beyond protection. It is about providing timely support that helps people stay connected to what matters most,” said IndusInd General Insurance deputy CEO Anish Behl.
Behl added that through its 24×7 Roadside Assistance feature and other customer-focused solutions, the company aims to ensure unexpected setbacks do not come in the way of important moments.
The campaign also showcases the 24×7 Roadside Assistance feature available through the IndusInd Insurance App, enabling customers to request help during unforeseen vehicle-related emergencies and continue their journeys with minimal disruption.
Adding a contemporary touch to the festive storytelling, the film was created using AI-assisted production. The technology has been used to build the visual narrative while retaining the warmth and emotional tone of the brother-sister relationship at its centre.
The film closes with the line, “Rishte wahi khaas hote hain, jo har mushkil safar ko aasaan bana dete hain”, bringing the campaign back to its central thought: when support arrives at the right time, even an unexpected detour does not have to become a missed moment.
