Future Generali India Insurance: Standing with pride by redefining family

Future Generali, an Indian insurance firm, started a social media experiment, #StandWithPride, with the Breaking Free video to support the LGBTQIA+ community during events like Pride by launching a product that secures their health insurance needs.


The objective was to go beyond the usual approach of supporting the LGBTQIA+ during events like PRIDE month by launching a product that highlights providing LGBTQIA+ and members in live-in relationships an equal opportunity to secure their health insurance needs. Redefined Family campaign was the result.

The Concept BIU team was fully sensitized to the objectives and used a proprietary analysis framework to give timely strategic inputs to the FGII team at all campaign stages.

  • FGII is serious about INCLUSION – Not just as an employer, but as an insurer too
  • Build up the tempo toward the launch...

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