Generali Central Life Insurance (GCLI) and Generali Central Insurance (GCI) have launched their first joint brand campaign, titled 'Here Now'. The development follows the companies’ rebranding earlier this year after Central Bank of India joined the Generali Group as a joint venture partner.
As informed by the brand, the campaign reflects its positioning as a “Lifetime Partner,” aimed at supporting customers during major life transitions with insurance solutions backed by Generali’s global experience and the customer trust associated with Central Bank of India.
The film showcases scenarios such as a family moving into a new home, a health transformation journey, a father teaching his son to drive and an entrepreneur restarting a venture. According to the company, these stories intend to underline that the future is shaped by decisions taken in the present, and insurance is positioned as a safeguard for what customers value.
Geetanjali Chugh Kothari, Chief Marketing Officer, Generali Central Life Insurance, said, “At its heart, life insurance is personal, it’s about the people you love and the life you’re building. With Here Now campaign, we wanted to speak about life insurance in a personalised way by connecting with people on a more human level and celebrating the everyday moments that make life meaningful and worth protecting. We aim to build stronger emotional resonance and deeper brand recall, reaching audiences across platforms and languages. Here Now is a special campaign for us at Generali Central Life Insurance as it’s our first conversation with India under our new identity. It reflects who we are — a brand that’s present, empathetic, and committed to being a true Lifetime Partner through every stage of life.”
Ruchika Malhan Varma, Chief Marketing, Customer & Impact Officer, Generali Central Insurance, said, “'Here Now' is a celebration of new beginnings - those brave, hopeful moments when people choose to move forward with intention. At Generali Central Insurance, we believe that every new chapter deserves a partner who’s truly present. Our promise of being a Lifetime Partner means standing beside our customers with empathy, protection, and unwavering support, helping them shape a future filled with possibility.”
The campaign was developed by VML India while Dentsu Media India is handling the media rollout. The brand informed that the campaign visual identity uses Generali’s global design elements such as the signature red wings and a dedicated 'Here Now' lock-up.
The nationwide campaign is being released across television, digital, print, outdoor and social media platforms in nine languages. Brand outreach is also being extended through partnerships with Uber in Mumbai and Delhi, the Mumbai Metro (Ghatkopar–Versova Line 1), and Swiggy. According to the company, advertising insertions are also planned around major cricket programming and leading entertainment shows to enhance reach.
Watch the Campaign Films:
