Naye Iraadon ka Daur is an initiative by SBI Life Insurance in collaboration with Tapas
Foundation to raise awareness on preventive health practices and the importance of
health insurance. Through our interventions, we reached more than 8,000 people
across 9 states in India. The campaign was designed to discuss the importance of
maintaining good health and the crucial role played by insurance for mitigating financial
risks associated with unexpected events, offering protection against potential losses,
and providing peace of mind.
The awareness campaign not only sparked critical conversations about health and
financial preparedness but also encouraged community members to consider
employment opportunities through SBI Life’s Life Mitra program, empowering
individuals to become health and insurance ambassadors within their communities.

Our Approach

Our team of professionally trained theatre artists developed a Nukkad Natak around
the issues of staying healthy and the importance of insurance. Nukkad Natak was
chosen as the medium of communication as it is a powerful tool for social change and
awareness. It helps reach the public directly in a way that is engaging, relatable, and
easily understood while fostering dialogue and encouraging action.
The Nukkad Natak was scripted and acted by Tapas’s team of theatre artists. Our team
travelled across 14 cities in 9 states, spreading the message of staying healthy, the
benefits of insurance and being the agent of change for SBI’s Life Mitra. By performing
in public spaces, we reached a wider audience while sparking important conversations
around the issues.
One of our key performances was held at Bapu Sabhagar, Patna, where more than
5,000 people attended to engage in meaningful conversations on health, family
well-being, and economic empowerment.

Our Impact

Street Plays Performed: 18

Cities Covered: 14

States Reached: 9

People Engaged: 8,000

Life Mitras Engaged: 1,500