Brands
Insured in the moment Generali’s here now backs life’s bold new beginnings
MUMBAI: There are moments when life changes in a heartbeat, a new home, a long drive, a daring dream dusted off and revived. In those in-between moments, Generali Central Insurance and Generali Central Life Insurance want to be right there not watching from the sidelines but here now.
With the launch of its first-ever joint brand campaign, aptly titled ‘Here Now’, Generali Central has brewed together its life and non-life arms under one vivid red umbrella. The campaign marks a new chapter for the brand after the Central Bank of India joined the Generali Group as a joint venture partner earlier this year, a union that marries European legacy with Indian trust.
And it’s not just another glossy corporate film. From a father teaching his son to drive to a woman chasing fitness goals, the campaign celebrates ordinary people doing extraordinary things choosing hope, courage, and a future shaped by intention.
“‘Here Now’ is a celebration of new beginnings, those brave, hopeful moments when people choose to move forward,” said Generali Central Insurance chief marketing, customer & impact officer Ruchika Malhan Varma. “Our promise of being a Lifetime Partner means standing beside our customers with empathy, protection, and unwavering support.”
The idea is as simple as it is emotional that the future isn’t something distant and abstract, it’s built right here, in the choices we make now. “Life insurance is deeply personal, it’s about the people you love and the life you’re building,” added Generali Central Life Insurance chief marketing officer Geetanjali Chugh Kothari. “With Here Now, we wanted to speak to people on a human level, celebrating the everyday moments that make life meaningful.”
The creative baton for this cross-category campaign was passed to VML India, while Dentsu Media India handled media duties. The result? A sleek, emotionally grounded film that trades boardroom jargon for genuine connection. Visually, it carries Generali’s global signature red wings, now framing life’s pivotal moments, a symbol of presence, partnership, and protection.
In true Generali style, the campaign doesn’t just live on television screens. It rolls out nationwide in nine languages, spanning TV, print, digital, outdoor, and social platforms. To take it closer to consumers, the insurer has forged smart tie-ups with Uber in Mumbai and Delhi, the Mumbai Metro’s Ghatkopar–Versova Line 1, and even Swiggy’s Food and Instamart apps, a clever blend of mobility, daily life, and digital discovery.
The brand is also going full throttle on sports and entertainment. Expect to spot Here Now during ad breaks in the India–Australia T20s and India–South Africa ODIs, as well as within Kaun Banega Crorepati and popular news shows tapping into audiences where emotion and engagement run high.
With a national rollout strategy spanning premium OTT platforms like Youtube and Meta, Generali Central is betting big on both reach and recall.
But beneath the red wings and media muscle lies something more timeless, a brand philosophy that began centuries ago in Trieste and now beats steadily in India’s heartland. “A Lifetime Partner who is always Here Now” isn’t just a tagline; it’s a promise stitched through the campaign’s storytelling, a reminder that protection isn’t about policies, but about presence.
So as Generali Central steps into its rebranded avatar, its message lands softly but surely: life doesn’t wait, and neither should your insurance.
Because the best time to be there for your dreams, your people, your tomorrow is here now.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
