IndusInd General Insurance Company Ltd (formerly Reliance General Insurance Company Ltd) has launched a new social-first campaign, ‘Forward Together starts with just ek glass paani’, aimed at encouraging everyday acts of empathy towards gig workers and delivery partners who work tirelessly through extreme summer conditions to keep daily life moving.
At a time when millions of delivery personnel form the backbone of India’s rapidly growing convenience economy, the campaign seeks to draw attention to the human stories behind every doorstep delivery. While technology and convenience have transformed how consumers access goods and services, the people making these experiences possible often remain unseen.
The campaign has been conceptualised and executed by Socheers, IndusInd General Insurance’s social media agency partner. Built on a simple human insight, the campaign uses relatable storytelling to spotlight the often-overlooked experiences of gig workers and delivery partners. Through the thought-provoking film and social-first creative initiative, Socheers has helped bring the brand’s ‘Forward Together’ philosophy to life by encouraging small acts of empathy that can create meaningful impact.
Conceptualised as part of IndusInd General Insurance’s broader ‘Forward Together’ philosophy, the campaign reflects the brand’s belief that progress is built not only through products and services, but also through empathy, understanding, and shared responsibility.
Watch the Campaign Here: https://www.youtube.com/shorts/lz20Xld72UU
Commenting on the initiative, Tarun Khanna, President & Head – Digital Business, Marketing & Strategy, IndusInd General Insurance, said: “Every day, gig workers show up for us regardless of the heat, traffic, or long hours. Yet we rarely pause to acknowledge the effort behind every delivery. Through ‘Ek Glass Paani’, we wanted to remind people that even the smallest gesture of kindness can make someone feel seen, appreciated, and valued. At IndusInd General Insurance, we believe moving forward together begins with recognising the people who make our everyday lives easier and creating a culture where empathy becomes a part of our daily interactions.”
Through this initiative, IndusInd General Insurance aims to encourage people to look beyond transactions and recognise the human effort behind every delivery. By promoting a simple gesture such as offering a glass of water, the campaign seeks to inspire small behavioural changes rooted in empathy, foster greater appreciation for gig workers, and spark conversations around the importance of kindness in everyday interactions. Ultimately, the initiative reinforces the belief that meaningful progress is built when communities come together to support and acknowledge one another.
The campaign is being amplified across digital platforms including Instagram, Facebook, LinkedIn, YouTube, and other social channels, inviting people to participate by sharing their own stories and gestures of appreciation towards gig workers.
By spotlighting the individuals who keep everyday life moving, IndusInd General Insurance continues to reinforce its commitment to building a brand that is empathetic, relevant, and connected to the realities of modern India. The
initiative reflects the company’s belief that moving forward together begins with recognising and supporting the people around us. Inspired by a simple glass of water, the campaign serves as a reminder that meaningful change often starts with the smallest acts of humanity.
