.jpg)
In a category as sensitive and low-frequency as life insurance, brand differentiation often hinges on how well a company balances technology with human empathy. Future Generali India Life Insurance has been working to shift consumer perceptions, moving beyond policy benefits to becoming a ‘Lifetime Partner’ in their customers’ journey. In this conversation, Geetanjali Chugh Kothari, Chief Marketing Officer, Future Generali India Life Insurance (FGILI), discusses the brand’s evolving approach to storytelling, the role of new-age technology in driving personalised experiences, and how Future Generali is building long-term brand trust and equity.
Edited excerpts:
In a category like life insurance, trust is paramount. How are you reimagining brand storytelling to connect with today’s evolving consumer mindsets?
Trust is paramount to any business, but in life insurance, it serves as the very foundation of the relationship we build with our customers. Today, customers don’t view insurance as just a transaction: they look for brands that align with their values and aspirations. That’s why our brand story is rooted in hyper-personalised solutions. We aim to show how life insurance is not just a financial product but a Lifetime Partner - one that grows with you, protects your dreams and aspirations, and supports your loved ones when they need it the most.
Through campaigns like ‘Unbox Your Policy’, we’ve encouraged policyholders to understand the benefits and features of their policies. We also offer user-friendly self-service portals that provide convenience and access to critical information anytime, anywhere. Our focus remains on crafting customised product offerings and delivering tailored insights to meet evolving needs. By blending cutting-edge technology with a human-centric approach, we reaffirm our promise to be a trusted partner in their insurance journey.
What has been your overarching marketing vision at Future Generali India Life Insurance, and how are you striking the balance between emotional storytelling and product education?
Our marketing vision is to make life insurance feel like a natural, empowering part of life, not a complex necessity. At key moments in our customers’ lives, we aim to offer more than just a policy - we provide lasting value and support, making insurance simple and meaningful.
Striking the balance between emotional storytelling and product education is at the heart of our approach. We use evocative narratives to highlight the human impact of insurance, showing how it protects not just financial stability, but the dreams and futures of their loved ones.
Could you share how innovations like AR, VR, or automation are beginning to play a role in how life insurance is marketed today? Are there any recent rollouts you’re particularly excited about?
Automation helps us streamline customer onboarding and improve the speed and efficiency of interactions between customers and staff. By leveraging tools like Virtual Reality (VR) simulations and Augmented Reality (AR), we aim to make our marketing and customer interactions more personalised. We also use natively adopted large language models to deliver content in regional languages, ensuring accessibility for diverse audiences.
Soon, we plan to implement AR- and VR-powered interactive product demos and immersive simulations with dynamic avatars. These will allow potential policyholders to visualise the long-term financial impact of their choices, helping them make informed decisions about financial planning and retirement goals.
In terms of MarTech, what emerging tools or platforms are shaping your team’s strategy, especially when it comes to personalisation, customer journeys, or engagement?
Since we view insurance as more than just a financial product, we’ve used AI to deliver tailored video messages that provide detailed insights into individual policies. These intuitive videos help customers better understand their options and fulfil their unique requirements. By tailoring communication to each policyholder, we ensure their experience feels relevant and personal.
Advanced real-time analytics also play a pivotal role. They help us monitor and interpret customer behaviour, preferences, and concerns, allowing us to anticipate needs and offer timely solutions. This ensures that every interaction is meaningful and efficient. At every step - from first inquiry to policy servicing - our customers enjoy a seamless, convenient experience. Our dedicated staff is well-equipped to deliver exceptional service. This blend of technology and human touch reinforces our commitment to transforming insurance into a trusted partnership.
How do you approach building long-term brand equity in a low-frequency purchase category like life insurance, especially among younger demographics?
Building long-term brand equity in a category like life insurance requires consistent, meaningful, and purpose-driven engagement. We’ve focused on reframing insurance as a tool for financial independence and empowerment, especially for the youth.
By aligning with values that matter, we’re creating a brand that’s trusted, relatable, and present across life stages and not just at the point of purchase.
How is Future Generali aligning its customer experience and marketing approach to reflect its broader brand identity and purpose?
Our purpose is to be a Lifetime Partner to our customers, and that reflects deeply in our customer experience and marketing strategy. We aim to create experiences that are human-first and technology-enabled. By studying our clients’ behaviours, lifestyle preferences, and financial goals, we’re able to design products and services that meet their needs proactively. From transparent digital journeys to inclusive offerings, every touchpoint is designed to be intuitive, empathetic, and empowering. Campaigns like ‘Unbox Your Policy’ and ‘Invest in Independence’ are a reflection of our brand identity - progressive, inclusive, and customer-first.
Looking ahead, what are some marketing priorities or innovation themes we can expect to see from the brand in 2025?
2025 is shaping up to be an exciting year. One of our key priorities is deepening digital engagement - not just through improved UI/UX, but through immersive experiences that use AI, voice, and vernacular content to reach diverse segments.
We’re also investing in sustainability and purpose-led branding, because younger consumers increasingly seek brands that align with social and environmental values. We believe life insurance plays a pivotal role in creating a secure future, not just for families but for society at large.
At the core of our strategy is personalisation at its best. From hyper-contextual journeys to timely nudges, we’re reimagining how customers experience life insurance, making it simpler, more relevant, and emotionally meaningful.
.jpg)
