Generali Central Life Insurance bets on trust, tech and transformation

A New Chapter: Identity Transformation Backed by Trust

Generali Group and state-owned Central Bank of India, last month, announced a new brand identity for their life and general insurance joint venture - Generali Central. The new brand names - Generali Central Life Insurance and Generali Central Insurance - represent the coming together of both companies to protect what customers value most: their family, their health, their assets, and their future.

Earlier in June this year, Central Bank acquired a 25.18% equity stake in the life insurance company and a 24.91% stake in general insurance firm. The Generali Central brand launch includes a new visual identity, including a new logo and typography, as well as a new website and revamped social media presence.

Commenting on Generali Central Life Insurance refreshed brand identity Geetanjali Chugh Kothari, Chief Marketing Officer, Generali Central Life Insurance says that this is a milestone that marks both continuity and transformation. “The transformation has been something that we all have been eagerly waiting for,” she shares.

“With the Central Bank coming in as a shareholder, we not only gain access to its massive customer base but also align ourselves with one of the most trusted institutions in India.”
The combination of Generali’s nearly 200-year-old global legacy and the Central Bank of India’s 115-year-old heritage offers customers a compelling blend of innovation and trust, a critical differentiator in India’s insurance market.

India: A Market of Immense Potential

India remains a top-priority market for Generali globally. The brand’s increased stake from 49% to 74% underscores its deep commitment. Yet, as Kothari acknowledges, awareness levels of Generali as a brand remain relatively low in India.

“This is where our refreshed identity, combined with the trust of the Central Bank, gives us the momentum to strengthen our presence,” she says.

With an underpenetrated insurance landscape, Generali sees its role as both an innovator and an educator demystifying what many perceive as a “low-engagement” category.

Rethinking Engagement: Insurance as a Complex Category

Kothari challenges the idea that insurance is low engagement. “It’s not low engagement, it's complex,” she asserts.

She simplifies the product’s essence: insurance is about covering the risks of living too long or too short. But over the years, layers of “returns and payouts” have complicated customer perception.

This complexity is why Generali’s marketing approach centers on need-based selling and advisory-driven engagement, ensuring that policies are tailored to individual life stages, aspirations, and financial goals.

Marketing the New Identity: 360° Campaigns

The rebrand is being supported by high-decibel marketing investments. Since August, Generali Central Life Insurance has released more than 20 full-page ads across leading dailies like The Times of India, Anand Bazar Patrika, Dainik Jagran, and The Hindu amongst others.

“We wanted to make a bold statement with print, but the strategy is truly 360°,” Kothari says. Upcoming campaigns will leverage connected TV, radio, digital, outdoor, and ATL activations, with a concentrated push during the November to March “insurance season,” when more than 60% of life insurance sales take place in India.

Technology as the Bedrock of Personalization

Beyond traditional marketing, Generali is doubling down on technology and data-driven personalization. One innovation Kothari highlights is an AI-based personalized video renewal reminders, a feature introduced over a year ago. These videos, customized with the policyholder’s name and details, have shown far greater engagement than SMS or static reminders.

“The bedrock of personalization is data. Without technology, you cannot anticipate life-stage changes or reengage customers meaningfully,” she notes.

The company also measures transactional and relationship NPS against global standards, using insights to refine customer experience continuously.

The Road Ahead: Vision for 2025 and Beyond

Looking ahead, Kothari envisions Generali Central Life Insurance becoming a top five brand in recall and a top ten in consideration among Indian consumers.

Her larger ambition? For the brand to be spoken about not just as an insurer but as a life partner that empowers security and legacy-building across generations.

“Generali Central Life Insurance should be a brand that everybody talks about for what it does to their lives,” she concludes.