Mumbai: Generali Central Insurance (GCI) and Generali Central Life Insurance (GCLI) has unveiled their first joint brand campaign, Here Now, marking a milestone following the company’s rebranding after Central Bank of India joined the Generali Group as a joint venture partner earlier this year.
Here Now reflects the brand’s commitment to being a “Lifetime Partner,” standing with customers as they embark on new journeys with innovative insurance solutions backed by Generali’s global expertise and the trusted presence of Central Bank of India. Anchored in the belief that the future is created in the present, the campaign celebrates everyday acts of courage and transformation—from a family moving into their first home, a woman achieving personal fitness goals, a father teaching his son to drive, to an entrepreneur reigniting a dream.
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.”
Geetanjali Chugh Kothari, Chief Marketing Officer, Generali Central Life Insurance, added, “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.”
The campaign adopts a genuine, conversational, and optimistic tone, bringing Generali’s global philosophy to life through local storytelling. The creative partner for the film is VML India, and the media partner is Dentsu Media India. Its visual identity draws from Generali’s global design language, with the signature red wings framing life’s moments and the bold Here Now lock-up symbolising presence, partnership, and protection.
The campaign will have a nationwide rollout in nine languages across television, digital, print, outdoor, and social platforms. Strategic partnerships with Uber (Mumbai and Delhi), Mumbai Metro’s Ghatkopar-Versova Line 1, and the Swiggy app will further bring the campaign closer to consumers. The campaign will also run on digital platforms like YouTube and Meta, with OTT integrations targeting premium viewers, and ad spots during commercial breaks in the India-Australia T20 and India-South Africa ODI matches, as well as leading national and business news programs and popular shows such as Kaun Banega Crorepati, ensuring maximum visibility and engagement.
