Zindagi Express (#PassIton) - Edelweiss Tokio Life Insurance’s Campaign

Edelweiss Tokio Life Insurance (ETLI) unveiled it’s 3-week long campaign called “Zindagi Express (#PassIton)” on January 5, 2023. As part of the campaign, two canters named ‘Zindagi Express’ carrying organ donation message started its journey from Hyderabad. The canters will cover 5,500Km and travel through various cities on east and west direction forming a ‘heart’ shape on the national map.  This was the fourth consecutive year that MOHAN Foundation and Edelweiss Tokio Life Insurance had collaborated to spreadhead the cause of organ donation.


The campaign inauguration was graced by the members from MOHAN Foundation and Edelweiss Tokio Life Insurance. 


Mr. Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurance, “After sustained digital efforts for the last 3 years, this is the right time to take our awareness efforts to the ground. When we embraced this social cause in 2019, our research showed us personal beliefs were the biggest roadblock in mobilising people for this cause. We, therefore, decided on taking inspiration from something fundamental that has worked well for the life insurance business - counselling people face to face”. Mr. Abhishek Gupta also spoke about the importance of private partnership in promoting organ donation.


The programme included a panel discussion which had representatives from Jeevandan (Govt. of Telanagana), MOHAN Foundation and ETLI.


Dr. Swarnalatha, Jeevandan, Incharge briefed and explained about the ‘Telangana Model’ of organ donation and transplantation programme and newer initiatives taken by the state government in promoting organ donation. ‘Telangana with 194 deceased organ donations in 2022 stands first on the list with an organ donation rate of 5.7% which is 8 to 10 times the average of the country’.


Ms. Sujatha Suriyamoorthi, Associate Director - Courses, MOHAN Foundation, spoke about the wide gap between the need and availability of organs for transplantation. She also emphasised on the huge potential in improving the organ donation rate. While talking about the limitations, she mentioned about the need to scale up the infrastructure in several government hospitals so that the economically underprivileged can benefit from a lifesaving transplant. She also stressed on the need for awareness and sensitisation programs among medical personnel. ‘Trust is an integral part of the ecosystem and the programme needs to have a transparent model in increasing organ donation rate’, Sujatha.


The programme included an interview of Mrs. Lalitha Raghuram, Country Director, MOHAN Foundation. Mr. Kayzad Hiramanek Chief Operating Officer-Edelweiss Tokio Life Insurance interviewed Mrs. Lalitha who narrated her journey in the organ donation programme. She talked about the challenges of streamlining the organ donation process, talking to the family during the grievous hours and persuading them to donate, and also talked about the myths surrounding organ donation. She shared her own personal story of donating her son’s organs in 2004. Her story had been recently made as a film ‘Aye Zindagi’ which acclaimed reviews across the country.


The campaign was flagged off by the guests and the canters carrying the message organ donation started thier journey. The event will come to a culmination on January 22, 2023. Close to 150 members were present during the event.


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