Ad Campaigns
FGII’s heartwarming #WelcomeHome campaign is a call for LGBTQIA+ inclusion
Mumbai: Future Generali India Insurance (FGII) marked PRIDE celebrations 2024 with a heart-touching campaign #WelcomeHome to reaffirm its allyship with the LGBTQIA+ community in their struggle for equality and wellbeing. The campaign, which signs off with the core thought of ‘Home is wherever you can be yourself’, highlights the importance of creating inclusive environments where everyone, regardless of their sexual orientation or gender identity, feels valued and accepted.
Home is possibly the only place where an individual can be secure and comfortable in their own skin, beyond any prejudice or societal pressures. However, for individuals from the LGBTQIA+ community, the journey to finding such a space is often fraught with challenges. In its #WelcomeHome campaign, FGII underscores the importance of ‘home’ and the need to create inclusive environments for people from the community who often have to adjust to a world that lacks inclusivity, warmth and hospitality.
Future Generali India Insurance, chief marketing, customer and impact officer Ruchika Varma said, “At Future Generali India Insurance, Diversity, Equity and Inclusion (DEI) is ingrained in our DNA, and we stand firmly aligned with this ethos not just as an inclusive employer and an inclusive insurer but also as an inclusive corporate citizen. Everyone deserves a safe and supportive environment where they can be their authentic selves, free from judgment and discrimination. Our #WelcomeHome campaign, which features reallife LGBTQIA+ talents, aims to highlight this fundamental need. By showcasing these stories and experiences, we strike the right chords to foster broader societal acceptance, encouraging a more inclusive and understanding community for all.”
“In addition to facing significant barriers in getting access to comprehensive care, the community also often faces discrimination at the workplace. Instead of mere tokenism, we at FGII, have walked the talk and have taken several concrete steps that includes providing family floater health insurance cover to live-in partners including the LGBT community across all our health indemnity insurance products, introducing LGBTQIA+ friendly employee policies, and equipping our workplace with inclusive infrastructure like gender-neutral washrooms to welcome people from the community into the FGII family. By fostering a culture of acceptance via frequent conversations and events round the year, we have extended the scope of PRIDE celebrations beyond just a day or month.” Varma added.
Home has no fixed address; it is wherever you can be yourself. Home can be your family circle, a stranger’s smile, a friend’s company or a lover’s arms. It can also be the place you work at. #WelcomeHome is a statement of Future Generali’s unwavering allyship with the Pride family. Our film is set to a trans-man and musician, Jay Anand’s searing track, and we shot with over 15 members from the LGBTQIA+ community, essaying each person’s beautiful truth as honestly as we could.’ said Mullen Lintas CCO Ram Cobain.
Pride Campaign 2024 | #WelcomeHome
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
