Generali Central Life Insurance’s rebrand marks a pivotal moment for the company and for India’s evolving insurance landscape. In conversation with Impact Magazine, Geetanjali Chugh Kothari, Chief Marketing Officer, Generali Central Life Insurance shares how the partnership between Generali and the Central Bank of India brings together global legacy and national trust to create a stronger, more customer-centric brand.
The rebranding journey, she explains, was not born out of acquisition or disruption, but out of shared purpose, to combine Generali’s global expertise with Central Bank’s credibility and reach. With access to over 4,500 bank branches, the brand’s distribution has expanded dramatically, allowing deeper penetration into Bharat beyond metros.
The marketing mix is equally ambitious. Following extensive print and digital campaigns, Generali Central is gearing up for a mass television and connected TV push. The brand’s communications blend emotional storytelling with financial trust, balancing the sensitivity of the category with transparency and need-based selling.
Watch the full video interaction here:
On the technology front, the company has rolled out AI-powered personalized video renewals and introduced “Gen-i”, India’s first voice-based insurance chatbot. These innovations are designed to make customer engagement simpler, faster, and more human.
Geetanjali emphasizes Generali’s commitment to localisation, tailoring campaigns to India’s linguistic and cultural diversity. The brand also focuses on Gen Z, not just as customers but as changemakers, through its Women in Insurance initiative, a digital-first campus-to-corporate program encouraging young women to shape the industry’s future.
As India pursues the goal of Insurance for All by 2047, Generali Central Life Insurance is aligning its strategy with the regulator’s initiatives, including state-level adoption programs like Sikkim. With a vision rooted in trust, technology, and inclusion, the brand is redefining what it means to be a modern insurer in a rapidly changing India.
