Generali Central Life Insurance Expands 'Here Now' Brand Campaign

Riding on the momentum of its brand launch launched in November 2025, Generali Central Life Insurance (GCLI) has rolled out the next phase of its national brand campaign ‘Here Now’, with an emphasis on financial planning for children’s future and retirement—two pivotal life stages where timely choices significantly shape long‑term security.

Building on Phase 1 of the Here Now campaign, which introduced the refreshed identity of Generali Central Life Insurance following Central Bank of India’s entry as a joint venture partner—the campaign now evolves from awareness to active consideration. While Phase 1 focused on unveiling and announcing the unified brand through a multilingual national rollout, Phase 2 advances the narrative by connecting life insurance directly to people’s real ambitions and financial goals across their life stages.

The campaign brings to life how life insurance inspires people to dream fearlessly, be audacious and think big—Bada socho for your bindass dreams—across different life stages. For parents, it showcases uninhibited dreams for their children taking shape today: a child dreaming of becoming an astronaut and experiencing zero gravity, a kid testing their talent at an open‑mic stage, or children taking charge of park clean‑ups as they imagine a better tomorrow for the world. These moments illustrate how thoughtful planning lays the financial groundwork that allows children to explore their aspirations audaciously.

For retirement, the campaign reimagines this life stage as a phase of renewed purpose—where a couple learns scuba diving to prepare for an underwater adventure, maps out a long‑awaited retirement trip, or creates new memories travelling in a caravan. It underscores that with the right planning, retirement isn’t a finish line but a gateway to rediscovering passions, learning new skills and living life on their own terms.

On the launch of the second phase, Ms. 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.

Built to reach and resonate across Bharat, Here Now – Phase 2 is rolled out in eight languages through a mix of Out Of Home (OOH), television, radio, digital, OTT, on‑ground activations, and regional outreach. It includes ad spots across national and regional news channels, prime‑time news properties, and entertainment platforms including Bigg Boss Marathi, Sa Re Ga Ma Pa Bangla, and Indian Idol. The campaign also uses cricket moments from select matches in the ICC Men's T20 World Cup 2026, along with a presence on prominent OTT platforms including Jio Hotstar, digital media, Meta, and YouTube. By activating Out of Home in 50+ cities where our branches operate, supported by transit media and pop radio channels like Radio Mirchi 98.3 FM, the rollout expands the brand’s reach across urban and semi‑urban India.