Q] What was the core idea behind the rebrand, behind this new identity, how did you navigate it?
The erstwhile brand has been through quite a journey, especially following the insolvency phase. When the partnership with the Central Bank of India came about, it restored a strong sense of trust among employees, customers, and stakeholders alike. Even as the process began 12–18 months ago, with bidding and discussions taking shape, we could already sense a positive shift in sentiment across all fronts. What makes this transition unique is that it hasn’t stemmed from an acquisition; rather, it’s been a truly collaborative, win-win evolution that has unfolded seamlessly and positively for everyone involved.
Q] What role does the Central Bank of India partnership play in your marketing strategy?
The partnership with the Central Bank of India plays a pivotal role in our marketing strategy. The name itself carries immense trust, while Generali brings global leadership and expertise in insurance. Together, they represent over 300 years of combined legacy and credibility.
In a high-engagement category like life insurance, where decisions are long-term and often made for one’s family rather than oneself, trust becomes the defining factor.
Customers need the confidence that their families will be cared for without any hassle. 92% of our claims are maturity claims and only 8% are death claims.
Keeping all of this in mind and the trust factor that the Central Bank of India brings to the table, we’re using every possible opportunity to position both brands together, to emphasise that we are backed by two extremely strong institutions - each massive in their own might, and that consumers stand to gain significantly by coming on board with us.
Q] How are you blending Generali’s global identity with Indian consumer needs?
Generali is an international brand, and we aim to carry forward its strong legacy, expertise, and global recall. At the same time, we recognise the importance of localisation - the India of today is no longer just ‘India,’ it’s truly ‘Bharat.’ Our focus extends well beyond metros, reaching deep into the hinterlands, with Central Bank of India playing a key role in our strategic framework.
Every piece of communication reflects this balance: we preserve Generali’s legacy while ensuring that our messaging is localised and hyper-personalised. The imagery and narratives we use in North India differ from those in the South because we deeply respect the country’s diversity, one size simply doesn’t fit all. That’s why we’ve developed over 20 localised insertions, avoiding a single language or uniform approach across regions, as that’s the true essence of the India we represent.
Q] What kind of customers are you targeting aggressively post this rebrand?
Our core focus continues to be individuals in the 24–44 age group. What changes now is the scale; the number of markets we plan to reach has grown significantly.
Given our emphasis on need-based selling, we’re focusing on specific customer segments based on their evolving financial goals and life stages. Of course, customer profiles vary across cities and cohorts, so our approach remains flexible. Our focus continues to span across savings-oriented customers as well as younger audiences like Gen Z, ensuring our solutions stay relevant across diverse customer needs.
Q] Which digital tools or innovations are you prioritising in marketing?
There are two key initiatives we’re especially proud of among several that are currently in progress.
The first is our move towards hyper-personalised communication. Every policy renewal message we send is no longer static, it’s now a personalised AI-powered video featuring a human avatar that directly addresses the customer, reminding them about their upcoming policy premium. This innovation has delivered a significant positive impact on renewal payments, which is crucial in a long-term category like life insurance where staying invested ensures the full benefit of the product.
The second is something very close to our hearts: the launch of our new website, introduced alongside the rebrand, featuring Gen-i, a voice-based chatbot that’s the first of its kind in the industry. In the coming weeks, users will be able to speak directly with Gen-i, who can respond to queries across the customer journey, from product inquiries to servicing and even claim settlements.
Q] What is the marketing mix of the brand and which channel takes the lion’s share?
We had been media-dark for the past couple of years, meaning that we weren’t actively present on ATL platforms. However, we continued to invest significantly in distribution, as the nature of our industry demands strong activity, particularly during the crucial November–March period, which contributes to over 60% of the sector’s annual business. These months are when visibility truly matters.
Until now, our focus had largely been on digital and out-of-home channels. But with the rebrand, we wanted to make a bold statement, to truly amplify our brand, our proposition, and the promise we bring to customers. As part of the brand transition, we also executed an extensive print campaign across national and regional dailies, including a pan-India tie-up with a large publishing house across all its editions, supported by 25 key market insertions.
PROFILE
Geetanjali Chugh Kothari is the Chief Marketing Officer and Head of Corporate Communications & Customer Experience at Generali Central Life Insurance, where she drives brand transformation and digital innovation to enhance customer engagement. With nearly two decades of experience across insurance, retail, and media, she has led initiatives such as the rebranding of Future Generali India Life Insurance and the ‘Sabse Pehle Life Insurance’ campaign, earning recognition as a result-oriented and visionary marketing leader.
ABOUT THE BRAND
Generali Central Life Insurance Company Limited (formerly Future Generali India Life Insurance Co. Ltd.) is a leading life insurance company headquartered in Mumbai. It combines the global expertise of Generali Group, holding a 73.99% stake, with the legacy and distribution strength of Central Bank of India, holding 25.18%. The company offers a comprehensive range of life insurance solutions across Term, Savings, Child, Retirement, Wealth Creation, and Group plans.
FACTS
Media Agency : DENTSU (for recent campaign)
Social Media Agency : Social Panga
PR Agency: Veritas Reputation PR
Creative Agency : VML (for recent campaign)
