Breaking the Mold: Future Generali's OOH Campaign Redefines the Idea of 'Family

Out-of-home (OOH) Campaign by Future Generali is based on the insurer's belief in expanding the definition of 'family' to include a diverse range of individuals and relationships, including those in the LGBTQIA+ community. The campaign aims to promote acceptance and equality by challenging traditional ideas of what constitutes a family and advocating for the rights of all individuals, regardless of their sexual orientation or gender identity. The campaign is a way for Future Generali to show its support to the diverse community and also to showcase their inclusivity as an insurer.

Staying true to its "Inclusion" agenda and belief in being an ally to the LGBTQIA+ community, Future Generali has expanded the definition of "family" across all its retail health insurance offerings to include the LGBTQIA+ community. The brand campaign, which features two real-life same-sex couples, demonstrates the company's commitment to diversity, equity, and inclusion. The OOH campaign runs across the same theme of redefining the term 'family' to include live-in partners, including same-sex partners.

The campaign is launched on digital and out-of-home (OOH) platforms in Mumbai, Delhi, Gurugram, Goa, and Bangalore and will be live for 3 weeks starting January 01, 2023. Commenting on this campaign, Ruchika Malhan Varma, Chief Marketing Officer of Future Generali India Insurance Company Ltd., said, “We are conscious of the challenges faced by the LGBTQIA+ community. We believe the LGBTQIA+ community is of prominence and the individuals from the community deserve the right to avail of similar protection solutions alike any other individual. As insurers, we believe that we have a moral and societal responsibility to provide a level playing field to all sections of the society devoid of their personal preferences.”

Further, Varma said, “As a brand that stands for Innovation and Human Touch, we are committed towards providing need-based and innovative solutions that resonate with our customers’ evolving needs. This offering is a step in the direction of making the first move by the insurance industry towards focusing on inclusive protection plans for LGBTQIA+ individuals. At FGII, driving inclusion across various sections of the society and the communities we operate in is central to our ‘Life-time partner’ behavior.”

This campaign is a bold move by Future Generali, showing its support to the LGBTQIA+ community and its commitment to providing inclusive protection plans. The insurer's OOH campaign is an effective way to reach the target audience and communicate its belief in diversity and inclusion.

Sailesh Muthu, CEO of AdMAVIN, praised Future Generali India Insurance Company's initiative to provide insurance offerings to the LGBTQIA+ community, saying "It's a nice initiative taken by Future Generali India Insurance Company to provide insurance offering to LGBTQIA+ community which no one provides in a market as of now. AdMAVIN will be happy to collaborate in this noble cause with its tech expertise of locating the right target audience for such campaigns. This kind of campaign will not only help in reaching the target audience but also will make a positive impact on the society by promoting acceptance and inclusivity.