TATA AIG General Insurance has been named a Premier Partner for the 2026 season of the Indian Premier League. This is the company’s first association with the tournament.
Alongside the partnership, TATA AIG has launched a new campaign focused on everyday risks and the importance of preparedness. The campaign uses a cricket setting to illustrate how unexpected situations can arise in daily life.
Conceptualised by McCann Worldgroup, the campaign film shows a father and son during a neighbourhood cricket match. The father gets injured while attempting a catch, following which the story highlights access to medical care and a cashless claims process.
The film integrates TATA AIG’s health insurance offering by showing the process from hospitalisation to discharge. It also features the company’s brand message, “TATA AIG Hai Toh Bharosa Hai.”
Shekhar Saurabh, Head of Marketing at TATA AIG General Insurance, said the IPL partnership provides scale to reach audiences and communicate the need for preparedness in everyday life.
The campaign will run across television, connected TV, digital platforms, and on-ground activations during the IPL season. It will be released in multiple languages across key markets.
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