Following the rebrand, Generali Central Insurance and Generali Central Life Insurance announced the launch of their first brand campaign on Monday.
After public sector lender Central Bank of India joined Generali Group as a joint venture partner earlier this year, this is the first joint branding campaign of its kind between the life and non-life companies.
“In line with its commitment to being a lifelong partner, the campaign reflects the brand’s promise to stand by its customers as they embark on new journeys, with innovative insurance solutions backed by Generali’s age-old global expertise and deep-rooted presence and trust in the Central Bank of India,” a statement said.
The brand campaign ‘Here Now’ aims to highlight the importance of timely financial protection at a time when India’s insurance penetration – life and non-life combined – is still low, hovering below four percent of GDP.
According to the statement, the campaign will be rolled out across digital platforms, regional media, outdoor and customer engagement channels, amplifying Generali Central’s mission to make insurance accessible, relevant and viable for every Indian.
Anup Rau, MD & CEO, Generali Central Insurance, said, “Insurance is a financial safety net that protects not only individuals but also the stability of families and the economy as a whole. Through our Here Now campaign, we want to inspire people to take charge of their future today, because tomorrow’s security depends on the decisions we make in the present.”
Rau said Generali Central Insurance reflects the powerful synergy between two iconic institutions: Generali Group, with nearly 200 years of global insurance expertise, and the Central Bank of India, with more than a century of deep-rooted presence in India’s financial and geographical landscape. “Through this campaign, we have sought to bring Generali’s global philosophy to life through local stories that resonate deeply with the Indian audience and reflect the brand’s promise to be a lifelong partner that is always here and now,” he added.
Commenting on the launch of the campaign, Alok Rungta, MD & CEO, Generali Central Life Insurance said, “At Generali Central Life Insurance, we understand that every decision made today lays the foundation for financial security for the future. Life insurance plays a crucial role at all stages of life, providing protection, peace of mind and financial stability when it matters most. We believe our responsibility goes beyond providing life insurance.”
Every interaction is an opportunity to build trust, provide reassurance and be present in the moments that shape people’s lives – whether it’s guiding someone through a decision or supporting someone through a claim, Rungta said, and the Here Now campaign reflects this belief.
Generali Central Insurance (GCI), formerly Future Generali India Insurance, is a strategic joint venture between the Generali Group, which has a majority stake of approximately 74 percent, and the Central Bank of India. The general insurance company, founded in 2006, broke even in fiscal 2014.
Generali Group owns a 73.99 percent stake in Generali Central Life Insurance (GCLI), formerly Future Generali India Life Insurance, while the Central Bank of India has a 25.18 percent stake in the life insurance company.
Notably, the Central Bank of India completed the acquisition of 24.91 percent equity stake in Future Generali India Insurance and 25.18 percent in Future Generali India Life Insurance in June this year. These acquisitions took place in the context of the Insolvency Resolution Process.
In August last year, the public sector lender announced that it had emerged as the successful bidder for the stake acquisition of debt-ridden Future Enterprises in life and general insurance.
Published on November 3, 2025
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