Future Generali Indian Insurance has set policies and goals to foster equity, diversity, and inclusivity within the organization, striving for equal pay and representation. However, our products did not fully align with these values. The most comprehensive health coverage did not include partners unless they were legally married, which remains unattainable for gay and lesbian couples in India.

The queer community has redefined the concepts of family and partnership according to their own experiences, challenging both legal and social norms. They have been pushing boundaries, advocating for their rights in India's Supreme Court and navigating their lives every day. Future Generali Indian Insurance wanted to stand in solidarity with the queer community, openly supporting their partners in sickness and in health. We aimed to be where our most vulnerable customers are, ensuring that our insurance products reflect our commitment to inclusivity and support for the LGBTQIA+ community.

In India, a same-sex partner is not recognized as a legally wedded spouse as per the law. Hence, they cannot be covered by a person’s health insurance. So, instead of waiting for the law to amend, we at Future Generali India Insurance decided to change the very definition of ‘family’ in our policy forms. We allowed everyone to decide who they think is family, such as live-in partners, including same-sex partners. And we did this across all our health insurance policies. Probably for the first time in Indian advertising, we used ‘Family’ for a couple from the LGBTQIA+ community. We celebrated how members of the community were ‘redefining family’, and attempted to do the same with our product offering. Our solution was as real as it gets, it was important that our advertising be the same. Hence, our campaign featured two real-life, same-sex couples from the LGBTQIA+ community.

With a simple adjustment to our policy terms, we at Future Generali Indian Insurance made a big impact on inclusivity. We redefined "family" in our insurance products to include live-in partners of any gender, aligning with our commitment to inclusivity. This change became a permanent marker of our dedication to diversity and acceptance in all our offerings. To amplify our message, we selected two couples who embodied the lived reality of queer lives in India – Adhila and Noora, and Yogi and Kabeer. Both couples were advocates for various causes and lived together as partners.

Such a small change in the T&C documents could with the right amplification and messaging lead to a powerful statement of our commitment to supporting the LGBTQIA+ community. The communication strategy was to say that we’re following you in the way you have redefined your lives, we’re in it with you side by side.

We launched our outdoor campaign in 5 major cities in India, showcasing key visuals across prominent locations. Adhila and Noora's recent union by the Kerala High Court inspired us to create an Instagram reel to introduce Future Generali Insurance. Yogi and Kabeer, who gained attention after the OOH launch, also featured in a fun Instagram reel that garnered massive responses organically. Future generali's MD & CEO, Mr. Anup Rau, participated in “We the People“-a live panel discussion on NDTV 24/7 along with Celina Jaitley,Yogi&Kabeer, discussing about important initiatives for the LGBTQIA+ community and how we have #RedefinedFamily with our health insurance policies now covering same-sex live-in partners in India. Ruchika Malhan Varma in an interview with Radio Mirchi discussed important initiatives for the LGBTQIA+ community, including our inclusive policies. On Valentine's Day 2023, we released an open letter calling for all brands' V-day campaigns, urging them to portray diverse relationships.

Our campaign made a remarkable impact, reaching a total impression of 29 million across various media channels. Most of the reach and engagement came from word of mouth and earned media, including people taking snaps of our billboards and sharing them out of the sheer joy of being seen, some of which we couldn't even track.

The total engagement rate was 34.1k, with 38% positive responses, 17% negative responses, and 45% neutral responses, mostly in the form of heart emojis showering on our brand with love from the LGBTQIA+ community and allies. Over 80% of the responses were overwhelmingly positive, reflecting the acceptance and support we received. The campaign generated widespread attention and created meaningful conversations, showcasing the power of inclusivity. The media also covered us widely.