Here, now, everywhere: Generali Central bets on presence

Generali Central Insurance (GCI) and Generali Central Life Insurance (GCLI), launched their first brand campaign ‘Here Now’. This is a joint brand campaign between the non-life and life businesses, following its rebranding, after the Central Bank of India joined the Generali Group as a joint venture partner earlier this year.

In line with its commitment of being a Lifetime Partner, the campaign reflects the brand’s promise of standing with its customers as they embark on new journeys, with insurance solutions backed by Generali’s centuries old global expertise and deep-rooted presence and trust of Central Bank of India.

From a family moving into their first home, a woman setting new benchmarks in her health and fitness journey, a father teaching his son to drive, to an entrepreneur reigniting a dream — the campaign celebrates everyday acts of courage and transformation that define a brighter future. It revolves around the idea that the future is created in the present and as ‘Lifetime Partner’ to its customers, the brand is Here Now to protect everything they love.

Ruchika Malhan Varma, chief marketing, customer and 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, “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 creative partner for the film is VML India and the Media Partner is Dentsu Media India. The visual identity draws from Generali’s global design language — the signature red wings framing life’s moments, and the bold Here Now lock-up symbolising presence, partnership, and protection. With a powerful nationwide rollout in nine languages, the campaign will be launched across television, digital, print, outdoor and social platforms.

Taking the campaign closer to the consumers, Generali Central has partnered with Uber in Mumbai and Delhi, Mumbai metro’s Ghatkopar-Versova Line 1 and the Swiggy app for its food and Instamart verticals. The campaign also extends across digital platforms like YouTube and Meta, along with OTT integrations targeting premium viewers to ensure strong visibility and deeper engagement across both physical and digital touchpoints. The campaign film will be further amplified through ad spots during commercial breaks in the India-Australia T20 and India-South Africa ODI cricket matches, as well as within leading national and business news programs and popular non-fiction shows like Kaun Banega Crorepati.

Campaign’s take: Life’s curveballs don’t wait for anyone and Generali Central’s new campaign, ‘Here Now’, suggests neither should you. Marking the first joint brand push for Generali Central Insurance (GCI) and Generali Central Life Insurance (GCLI) since their rebranding this August, the campaign leans into a simple but resonant insight: the future isn’t built tomorrow, it’s built today.

Conceptualised by VML India and backed by Dentsu Media, the campaign’s creative spans life’s transitional moments. This includes a couple unlocking their first home, a fitness milestone conquered, a father letting go of the steering wheel. Each vignette gently reinforces the idea that while life changes, protection and progress should remain constant.

Visually, Generali’s signature red wings frame these scenes — part of its global design DNA — while the bold ‘Here Now’ lock-up underlines presence and partnership. The tone is conversational and quietly optimistic, a welcome departure from insurance’s usual jargon-laden pitch.

Beyond storytelling, Generali Central’s Uber, Swiggy and Mumbai Metro tie-ups, and high-traffic TV spots during cricket and KBC, give the campaign the scale and accessibility it aims to mirror in its message. The idea of ‘being present’ extends beyond the screen by turning omnipresence into both media strategy and brand philosophy. This isn’t just an insurance campaign; it’s a lesson in reframing reassurance for the short-attention, quick-swipe era: relatable, human and unmistakably here.