‘Forward
Together starts with just ek glass paani’ encourages simple acts of kindness
towards delivery partners braving the summer heat
Mumbai : 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.