TATA AIG rolls out new MediCare Select ad focused on three-generation coverage

TATA AIG General Insurance has launched a brand campaign for MediCare Select, a health insurance product aimed at covering families across three generations. The launch supports the company’s strategy to expand healthcare access in urban and emerging markets and grow its retail health segment.

The campaign film, set in a maternity ward, highlights three generations, symbolising protection from birth. It positions MediCare Select as a plan that adapts to changing health needs, offering coverage beyond hospitalisation. The narrative emphasises the importance of health insurance in securing family wellbeing at every life stage.

The campaign will be promoted across a mix of print, digital, OTT, and social media platforms. 

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.”