Brands
Generali Central embraces ‘Here now’ to celebrate new beginnings
MUMBAI: In a heartfelt nod to life’s fresh starts, Generali Central Insurance (GCI) and Generali Central Life Insurance (GCLI) have launched “Here now,” their first joint brand campaign since rebranding earlier this year. The campaign marks a milestone moment after the Central Bank of India became a joint venture partner with the Generali Group, uniting both life and non-life businesses under one strong identity.
Built on the belief that the future begins in the present, “Here now” celebrates everyday courage, from a family unlocking the door to their first home, to an entrepreneur reigniting an old dream. It’s a campaign that reminds people to embrace new beginnings with confidence, knowing their lifetime partner stands beside them.
“‘Here now’ is a celebration of new beginnings: those brave, hopeful moments when people choose to move forward with intention,” said GCI chief marketing customer & impact officer Ruchika Malhan Varma.“Every new chapter deserves a partner who’s truly present.”
Echoing the sentiment, Geetanjali Chugh Kothari, Chief Marketing Officer at GCLI, added, “Life insurance is deeply personal — it’s about the people you love and the life you’re building. With ‘Here Now,’ we wanted to connect with people on a human level and celebrate the everyday moments that make life meaningful.”
Created by VML India with media duties handled by Dentsu Media India, the campaign draws on Generali’s global design language: the iconic red wings and bold ‘Here now’ lock-up, to symbolise presence, partnership, and protection.
The nationwide rollout spans nine languages across TV, digital, print, outdoor, and social media, with clever integrations across Uber, Swiggy, and the Mumbai Metro. To reach millions of viewers, the campaign will also feature during India’s t20 ODI cricket matches, alongside prime-time favourites like Kaun Banega Crorepati.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
