In a world where insurance is often misunderstood and underutilized, Somesh Surana, Head- Digital Business Group and Marketing at HDFC ERGO General Insurance, India’s leading private sector general insurance company, is building something different. Not just campaigns or communication—but trust, accessibility, and a digital-first ecosystem that puts people first.
In this GML 2025 conversation, Somesh shares how he blends strategy, storytelling, and scale to make insurance feel more human, more relevant, and more essential.
A Career Rooted in Curiosity, Grown Through Versatility
Somesh started on the agency side at Ogilvy, where he absorbed the nuts and bolts of communication.
"I decided to first work with an advertising agency... Learn behind the scenes of marketing... and then I moved to marketing functions."
That curiosity led him through various BFSI giants, and ultimately to HDFC ERGO, where he now straddles both marketing and digital business. "The core remains in understanding the consumer... once you've understood the consumer, what can be the proposition... and how can you communicate and then finally sell."
AI, Not as a Buzzword, But as a Backbone
For Somesh, AI is not hype—it’s utility. From fraud detection to automated campaign optimisation, AI is quietly powering how HDFC ERGO serves and sells.
"We've been using AI to ensure that we get the right customer... most of our campaigns are completely based on the learning we've provided to the model."
It’s not about the campaigns only, HDFC ERGO is leveraging AI in its processes as well. For instance, lapsed motor policies are now streamlined through AI, with the tech helping assess video inputs and approve claims more efficiently. Also the AI enabled inspection allows the customers instant motor claim settlement for minor damages like dents, scratches, among others for up to Rs 20,000.
"The technology has enabled us to offer hyper-personalised experiences to our customers.”
3. From Communication to Contribution: Insurance with Impact
The problem with insurance? Most people don’t see why they need it. Somesh and his team are working to change that—starting with education.
“While India is making significant strides towards inclusive development, insurance penetration remains alarmingly low. We have been organising Insurance Awareness Awards Junior quiz. We started this initiative in 2016 with just 18 schools in one city and it gives us an immense pride to witness the way this quiz has gained popularity over the years and so far, we have reached out to ~25 lakh students from across ~200 cities of India – thus making this event as one of the landmark event for the students of this country.”
The company’s #KaroSabkoInsure, is another powerful example to reach the last mile.
"Everybody has a household help at home... why don't this year, on Rakhi, you help her buy health insurance?"
For HDFC ERGO, this wasn’t a campaign. It was a movement. “Our campaign goes beyond the transactional aspects of insurance and taps into the deeper values of care and empathy.”
The company has launched Here app, one-of its kind insurance led ecosystem to address anxiety of our customers and provide them with credible solutions on health, motor, pet, cyber insurance among others.
“One of the key propositions that insurers can adopt today is to shift from a product-centric to a customer experience-oriented model.”
4. Accessibility, Affordability, Awareness: The Three A's
"You need to make insurance accessible. You need to ensure you're making people more aware... and you need to make it affordable." That’s the trifecta Somesh believes will help India reach the goal of Insurance for All by 2047, a mission championed by the IRDAI. " As the Lead Insurer for Tamil Nadu and Puducherry under IRDAI’s State Insurance Awareness initiative, we took financial literacy to the last mile. Initiatives like Kapitu Varaam – Insurance Week, Bima Rath – Mobile Van Campaign, and the Tamil Nadu & Puducherry Chapter of the Insurance Awareness Awards Junior Quiz helped us reach lakhs of people, ensuring that the message of insurance reached every corner.
5. Digital-First, But Never Losing the Human Touch
"Insurance is all about being with the consumer at the moment of claim." Even with growing automation, Somesh makes it clear: people still need people. "If there is an emergency... and they want to speak with the insurance company, we need to be available." That duality—efficient technology and empathetic service—defines his approach.
6. Learning Fast, Leading Forward
"It's a dynamic world... the pace at which you implement anything is very important." Somesh’s biggest takeaway from leading in the digital era? Agility. Whether it's AI, UI/UX, or consumer research, he believes in evolving fast, without losing sight of the core.
"The core has always been... what consumer requirements are... your solutions will always be around that."
Final Thought:
You Can’t Engineer Virality, But You Can Lead With Intent
Somesh doesn’t chase trends. He chases clarity. "If your intent is right, some things will become viral. Some things will not." In an industry that still battles perception and penetration, his focus is refreshingly grounded: educate more, reach deeper, simplify everything, and always show up when it matters most. And that’s what real leadership in insurance looks like.
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