CoverSure has been recognised by the India Book of Records for conducting the largest insurance awareness campaign using inland letters through its nationwide initiative, #ChitthiAayiHai.
Developed in association with India Post, the campaign saw more than 10,000 barcode-enabled inland letters hand-delivered to CoverSure policyholders across 15 cities. Designed to address what the company describes as “Silent Purchase”, where insurance is purchased but not discussed with family members, the initiative encouraged policyholders to document and share essential insurance information with their loved ones.
According to the company, the campaign relied entirely on physical delivery, with all letters hand-delivered by India Post without any digital dependency or promotional advertising.
The campaign featured two types of inland letters. Parivar Ka Vir, created for term insurance policyholders, encouraged users to record death benefit details, nominee information and claim procedures. Suraksha Chakra, designed for health insurance policyholders, focused on insurer details, TPA helpline numbers, nearest cashless hospital networks and medical access preparedness.
The India Book of Records recognised the initiative for promoting insurance awareness through more than 10,000 hand-delivered inland letters across 15 cities, encouraging policyholders to share critical insurance information with their families.
Commenting on the recognition, Saurabh Vijayvergia, Founder and CEO, CoverSure, said, “Chitthi Aayi Hai started as one uncomfortable truth: most Indian families don’t know what insurance they’re protected by until they need it. We call it Silent Purchase, and it’s the reason claims go unclaimed, and families are caught off guard at the worst possible moment. We set out to fix that with something as simple as a letter. Ten thousand letters later, it’s a record, and we’re just grateful that so many families now know where to look.”
CoverSure said the campaign reflects the wider industry focus on improving insurance awareness by ensuring that families are informed about the policies intended to protect them, rather than simply increasing insurance ownership.
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