Joins hands with MOHAN Foundation for 4th consecutive year for 3-week-long initiative 

Hyderabad, January 5, 2023: True to its purpose of protecting people’s dreams and aspirations, Edelweiss Tokio Life Insurance today began its 3-week-long Organ Donation initiative in Hyderabad. Kickstarting a one-of-a-kind relay marathon called Zindagi Express, the life insurer will tour nearly 5,500 Kms across the country to raise on-ground awareness regarding organ donation and leave behind a simple message to help people make the right choice for their organs - Pass It On.  

For a 4th consecutive year, the life insurer will join hands with MOHAN Foundation, an NGO working to improve India’s organ donation landscape since 1997, to augment its awareness efforts.  

Sumit Rai, MD & CEO, of Edelweiss Tokio Life Insurance said, “As a life insurance company, we believe it is our duty to help people secure their dreams and aspirations; Lack of awareness regarding organ donation poses a major challenge to realising that dream of secured life. Since 2019, we have been committed to raising awareness on this subject. Among the first things we had done back then was to commission a study regarding the state of organ donation in India. That fact-finding mission brought forth some surprising insights about how personal beliefs pose a grave challenge. Those beliefs remain to this day, which strengthens our commitment to continue the awareness efforts.” 

In 2019, Edelweiss Tokio Life’s research titled ‘Life After Life’ showed that several misconceptions have contributed to the country’s low donation rate. Religious beliefs regarding life after death, family’s hesitance in carrying out organ donation wishes, distrust in the health ecosystem were some of the chief challenges highlighted by the research. (Click here to read the findings)  

After 3 years of sustained digital outreach, the life insurer felt it was essential to take the message of organ donation to the ground. With this context, the Zindagi Express will be touring 50 cities across multiple states over the next 3 weeks. Starting from Hyderabad today, it will make pitstops in 12 cities to conduct heavy engagement in the form of awareness sessions in branches/educational institutions, bike rallies, walkathon, and more.  

The relay rally will conclude its journey in Bhopal by January 22, drawing a heart on the map of India through its travel route. These on-ground efforts will be supported by a robust digital, PR, and employee outreach.  

“Awareness and counselling are critical to improving the deceased organ donation landscape in India. While the government bodies are already working closely with related entities, private participation in raising on-ground awareness can quicken the pace of change and make a noteworthy impact,” Rai added. 

In its first edition in 2019, Edelweiss Tokio Life Insurance had created a new GUINNESS WORLD RECORDS title for collecting the highest number of organ donation pledges (54,626 pledges) in a single day. In this edition, the life insurer is working towards making a widespread on-ground impact in improving awareness.    

For those keen on joining the movement, you can visit here and pledge to donate your organs: Organ Donor Card (mohanfoundation.org) 

About Edelweiss Tokio Life Insurance 

Edelweiss Tokio Life Insurance established nationwide operations in July 2011 with an immovable focus on protecting people’s dreams and aspirations. Guided by customer insights, Edelweiss Tokio Life has been offering need-based and innovative life insurance solutions to help customers live their #ZindagiUnlimited. With a customer-centric approach, the company endeavours to build a multi-channel distribution network to effectively serve its customers across the country. As of March 2022, the life insurer has established 109 branches in 88 major cities. 

Awards:

Edelweiss Tokio Life Insurance has been consistently recognized by the Great Place To Work Institute for its employee-centric workplace practices. In 2022, the company has been recertified as a Great Place To Work, ranked #51 in India’s Best Companies to Work For 2022, and recognised among Best Workplaces in Life Insurance India as well as India's Best Workplaces in BFSI.  

Another crowning achievement has been the GUINNESS WORLD RECORDS title for collecting highest number of pledges for organ donation in a single day. The company has been awarded at multiple forums like SKOCH Awards 2019 and India Insurance Summit & Awards 2020 for Product Innovation, TISS LeapVault CLO Awards 2019 for its Sales Enablement efforts and Campaign PR Awards India 2020, E4M Indian Content Marketing Awards, & Tokio Marine’s Good Company Awards 2019 for its social initiative on organ donation. 

To learn more about Edelweiss Tokio Life Insurance, please visit  www.edelweisstokio.in