Mumbai: Generali Central Life Insurance (GCLI) has unveiled the second phase of its national brand campaign ‘Here Now’, shifting the narrative from new beginnings to life-stage financial planning, with a strong focus on children’s futures and retirement readiness.
Following the brand’s relaunch in November 2025 after Central Bank of India came on board as a joint venture partner, Phase 2 builds on the awareness created earlier and moves towards deeper consumer consideration. While the first phase introduced the refreshed brand identity through a multilingual nationwide rollout, the new phase connects life insurance more directly with real-life ambitions and long-term financial goals.
Anchored in the belief that today’s choices shape tomorrow, the campaign encourages consumers to plan audaciously for the goals that define their future. Through its storytelling, the brand positions life insurance as an enabler of big dreams across life stages.
For parents, the campaign captures children imagining bold futures — from dreaming of becoming astronauts and experiencing zero gravity, to performing confidently at open-mic stages, and even leading park clean-up drives as they envision a better world. These scenarios highlight how early financial planning can provide the foundation for children to pursue their aspirations freely.
The retirement narrative reframes the life stage as a time of renewed purpose and exploration. From couples learning scuba diving for an underwater adventure to planning long-awaited travel or embracing life on the road in a caravan, the campaign reinforces the idea that retirement can be a beginning rather than an end — provided the right financial groundwork is in place.
On the launch of the second phase, Geetanjali Chugh Kothari, Chief Marketing Officer, Generali Central Life Insurance, said “The new phase of the campaign moves the conversation beyond brand awareness to demonstrating how life insurance supports key life decisions. By highlighting pivotal stages like child and retirement planning, which together represent nearly 70 percent of our target audience, we underscore how life insurance enables future goals, not just protection against uncertainties. With insight-led storytelling and an integrated media approach, we want financial planning to feel empowering and accessible. Our aim is to simplify decision-making and help consumers connect life insurance to the ambitions that matter most to them.”
Designed to resonate across Bharat, ‘Here Now – Phase 2’ is being rolled out in eight languages through a comprehensive media mix including Out Of Home (OOH), television, radio, digital, OTT, on-ground activations and regional outreach. The campaign features placements across national and regional news channels, prime-time entertainment properties such as Bigg Boss Marathi, Sa Re Ga Ma Pa Bangla and Indian Idol, as well as select cricket moments during the ICC Men’s T20 World Cup 2026.
Further amplification is being driven through prominent OTT platforms like Jio Hotstar, digital channels including Meta and YouTube, and on-ground visibility across more than 50 cities where GCLI operates. Transit media and radio partnerships, including Radio Mirchi 98.3 FM, are also part of the strategy, strengthening the brand’s presence across both urban and semi-urban markets.
