Generali–Central Bank merger drives new brand push with ‘Here Now’ rollout

INDIA: Generali Central Insurance has rolled out its first unified brand campaign after completing its tie-up with the Central Bank of India (CBI), marking a pivotal moment for the insurer. The refreshed identity follows CBI’s entry into the Generali Group, marrying the Italian giant’s 194-year legacy with the bank’s century-old trust and reach.

Chief marketing customer & impact officer Ruchika Malhan Varma, said the new identity is built around protection, reliability and digital innovation. The rebrand, she noted, is designed to reflect a “lifetime partner” ethos: human, empathetic and grounded in real-life needs.

The exercise was shaped by a clear ambition: to connect emotionally with today’s India. Generali sought to blend global expertise with local authenticity, bringing its “lifetime partner” philosophy to life through relatable storytelling across both life and non-life businesses.

The insurer’s debut joint campaign, Here Now, signals what Varma called “a defining moment”: the first time both verticals operate under a single Generali Central banner. The slogan captures a simple idea: the future is built in the present. With scenes of families moving house, entrepreneurs reviving old dreams and parents teaching children to drive, the campaign pivots away from fear-led insurance tropes toward optimism and intent.

The rollout spans television, print, OTT, social media and mobility platforms. Generali is backing prime-time shows, major cricket fixtures and high-traffic digital channels including YouTube, Meta and LinkedIn. Uber, Mumbai Metro and food-delivery apps such as Swiggy carry the message into commuters’ daily routines.

Hyper-personalisation is central to the strategy. Generali is using data analytics and AI to tailor products and communication to individual needs. Agents can generate AI-powered personalised ads, while customers interact with its digital assistant, Leo, for claims, renewals and queries. AI-led tools also deliver customised travel cover, policy recommendations and renewal nudges.

Varma insisted the goal is not just brand visibility but trust. With insurance penetration in India still “abysmally low”, the campaign seeks to nudge timely financial decisions while underscoring that Generali aims to be present “here and now”. Every touchpoint, she added, is designed to feel human, transparent and relevant.