We have launched our Diwali campaign, ‘Befikar Diwali.’ It follows one family across three generations to show how families prepare for risk, and how insurance now has a place in that preparation.
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What Is Coverfox’s Befikar Diwali Campaign About?
‘Befikar Diwali’ is a storytelling-led campaign. It brings together family traditions, festive celebrations and the changing way Indian families think about financial protection.
How families prepare for the unexpected has changed over the years.
The need to protect loved ones has stayed the same.
We want insurance to be part of festive and everyday financial planning, not something bought only after a loss.
Diwali means family gatherings, travel, new purchases and celebrations. It can also bring electrical short circuits, accidental damage at home, road mishaps, travel disruptions and health emergencies. The campaign puts these situations in front of families before they happen.
Who Is the Sharma Family in the Befikar Diwali Campaign?
The campaign centres on the Sharma family. Each of the three members stands for a generation and its approach to risk:
Dadaji: His generation relied mostly on personal savings and family support to handle unforeseen expenses.
Papa: He plans ahead. He renews insurance policies and secures the family’s home, vehicle and health.
Riya (Gen Z): She uses online platforms to buy insurance, manage policies and find healthcare services.
Which Diwali Situations Does the Campaign Cover Under Home, Journey and Health?
The campaign runs on three themes, built from incidents in the family’s Diwali.
Home: Accidental fires and damage to household belongings, along with the need to protect jewellery and valuables.
Journey: Road accidents and travel disruptions.
Health: Medical emergencies and accidental injuries during the festive season.
What Does Coverfox Say About Befikar Diwali and ‘Teen Peedhiya, Ek Parivar’?
Commenting on the campaign, Ms. Apurva Kaushik, Head of Brand Marketing & PR, Coverfox, said:
“Befikar Diwali as a campaign is a part of our larger marketing initiative named “Teen Peedhiya, Ek Parivar”, wherein we are focusing and trying to create nostalgia while we showcase how banking, lending and insurance buying patterns of a family have evolved across three generations. “Befikar Diwali” resonates particularly with Tier 2 & Tier 3 India, where Diwali is deeply rooted in family traditions, joint households and celebrations that bring generations together. Through this campaign, we want to further our vision of ‘Coverfox Bima- Desh Ka Bima’ and make insurance a natural part of how Indian families look after one another.”
What Insurance Checks Should Families Do Before Diwali?
Beyond the storytelling, the campaign encourages families to take a closer look at their insurance requirements before the festive season:
Home insurance: Review cover for household belongings and jewellery.
Motor insurance: Check your policy before any long-distance journey.
Health insurance: Understand your coverage and the cashless hospital network.
Travel insurance: Evaluate whether you need cover before booking trips.
Policy exclusions: Understand what your policy does not cover.
Insured values: Review them so they match what you are protecting.
Policy documents: Keep essential documents accessible.
With ‘Befikar Diwali’, we aim to take the conversation around insurance beyond policy purchases and encourage greater awareness of financial protection within Indian households. Traditions, lifestyles and the way families celebrate may change across generations, but the need to safeguard loved ones and their financial well-being remains the same.
