The power of marketing lies in addressing real-world issues: Ruchika Malhan Varma

The insurance industry is undergoing a dynamic transformation, with innovative products and digital advancements reshaping customer experiences. Future Generali has been at the forefront of this evolution, leveraging strategic campaigns and cutting-edge technology to meet the evolving needs of consumers. Through a customer-centric approach, the company has successfully introduced groundbreaking initiatives that not only expand market reach but also address real-life concerns in an engaging and impactful manner.

In conversation with Adgully, Ruchika Malhan Varma, Chief Marketing Customer & Impact Officer, Future Generali India Insurance, sheds light on how the company’s unique strategies have played a crucial role in shaping the industry. From introducing pet insurance to launching targeted campaigns for women, Future Generali has successfully bridged gaps in the market. The brand’s focus on leveraging consumer insights, digital transformation, and inclusive insurance products has set a new benchmark, ensuring that every segment of society finds relevance and value in its offerings.

Future Generali has launched several impactful campaigns. Which campaign has resonated most with customers, and what made it successful?

Future Generali has launched numerous campaigns, each designed to introduce disruptive and innovative products to the market. Two campaigns have performed exceptionally well for us. The first is our dog insurance campaign. This was a completely innovative product that reached out to people who hadn’t previously considered insurance for their pets. It helped us expand the market by addressing a real need gap. Any pet parent will tell you that their pet is family, so why not insure them too?

The campaign, "When Good Dogs Make Bad Decisions," resonated strongly with our audience. It highlighted how, despite the best care, dogs can sometimes get into trouble and hurt themselves. The message connected well with pet owners, and the involvement of Rohit Sharma further amplified its reach. The campaign went viral, surpassing our sales expectations and bringing in a new segment of customers who had never thought about insurance before.

The second successful campaign was "Don't Be a Plus One," which promoted our women's-only insurance product. Insights revealed that women were typically included as dependents in a male family member’s health insurance policy, whether it was their spouse or father. There wasn't a policy designed specifically to cater to women’s unique needs, and we aimed to fill that gap.

The campaign encouraged women to take control of their health insurance, emphasizing that they are not a "plus one" in any aspect of life. With Twinkle Khanna as the face of the campaign, the message gained significant traction. We saw a marked increase in engagement from women, breaking the traditional notion that BFSI products primarily appeal to men. More women visited our website, generated leads, and purchased policies, shifting the industry dynamic and achieving our goal of making insurance relevant to women.

How is digital transformation influencing the way Future Generali engages with customers and differentiates itself in the insurance market?

Digital transformation is ongoing and crucial in today’s landscape. The challenge for marketers is to continuously leverage emerging technology to enhance customer experience. Last year, we launched an AI-based chatbot on WhatsApp, considering its vast user base of around 500 million Indians. This chatbot enables self-service, allowing customers to access health cards, policy details, hospital and garage locators, claim assistance, and policy renewals.

What sets our chatbot apart is its human-like conversational ability. Unlike typical chatbots that feel mechanical, ours is designed to be engaging—even incorporating humor. We often joke that our chatbot is the only one with a sense of humor because it can even crack jokes! This approach combines cutting-edge digital technology with a human touch, significantly improving customer experience and engagement.

How do you incorporate customer feedback into both product development and marketing strategies?

Customer insights are integral to every stage of our journey—beginning, middle, and end. Unlike many organizations that develop a product first and then find a market for it, we use consumer insights to shape our offerings from the outset. Extensive consumer research helps us develop relevant propositions that truly address customer needs.

For instance, besides our women’s and dog health insurance products, we also launched a modular health plan designed for younger audiences. This plan follows an "Amazon-style" approach, allowing customers to pick and choose features based on their needs. If maternity coverage is irrelevant to a 25-year-old, they shouldn't have to pay for it. Similarly, our wellness and loyalty products were developed based on consumer insights.

We also engage with our agents, who play a crucial role in communicating our products to customers. Their feedback helps us refine offerings before launch. By continuously listening to our customers and stakeholders, we have established ourselves as one of the most innovative brands in the general insurance sector.

Future Generali’s Diversability Day is a unique initiative. Could you share its impact and how it promotes inclusivity within the organization and beyond?

For us, diversity, equity, and inclusion (DEI) are not just checkboxes—they are fundamental to building a richer business and workplace culture. Our DEI journey began three years ago with a commitment to not just being an inclusive employer but also an inclusive insurer and corporate citizen. Our DEI initiatives focus on three key cohorts: women, the LGBTQ+ community, and the differently abled.

One of our notable achievements is being the only insurer that provides health insurance for same-sex live-in partners under a floater plan. This was a result of genuine conversations with the LGBTQ+ community to understand their challenges and address them meaningfully.

Regarding Diversability, we aimed to first create an enabling environment before hiring. We built accessible infrastructure, including ramps, gender-neutral and disability-friendly washrooms, and braille signage in elevators. Once the environment was ready, we proceeded with hiring on a merit basis. Today, 1% of our workforce comprises specially-abled employees. DEI at Future Generali is not limited to a single function—it is a company-wide commitment driven by our leadership’s vision.

The launch of "It’s 1derful World" aligns with Future Generali’s commitment to inclusivity. What inspired this book, and how do you see it shaping conversations around diversity and acceptance?

This book is a much-needed addition to the Indian ecosystem, serving as an almanac on diversity. It chronicles the journey of diversity in India, government policies, corporate initiatives, and features voices of key decision-makers. It also includes inspirational stories from individuals like Rana Daggubati, Srikanth Bola, Avni Lekhara, Sudha Chandran, and Virali Modi, as well as our own employees.

Themes like resilience are central to the book, showcasing how individuals have overcome challenges to succeed. This project is deeply personal to us, highlighting not just Future Generali’s commitment but the broader conversation on inclusion in India. The book is available on Amazon, with proceeds supporting NGOs that help the specially abled.

Sustainability is becoming a key focus for brands. What initiatives has Future Generali undertaken to integrate sustainability into its operations and offerings?

Sustainability is a vital part of our journey, encompassing not just environmental efforts but also social responsibility. DEI is a key aspect of sustainability, demonstrating our commitment to people alongside the planet.

We have transitioned to green energy in major offices, eliminated paper usage wherever possible, and removed paper cups entirely. Water aerators have been installed to reduce consumption, and we have a robust waste management system.

Culture plays a pivotal role in sustainability. Real change happens when individuals take responsibility. To encourage this, we gamified a green habits initiative for employees, which received an overwhelming response. Through these efforts, we strive to leave a better world for future generations.

How do you use data and research to understand evolving consumer behaviour and refine your marketing strategies?

Data and consumer insights form the backbone of our decision-making across product development, customer service, and marketing. We actively leverage data to personalize communication and improve engagement. Our campaigns, such as "Don't Be a Plus One" and "Redefining Family," were all rooted in deep consumer insights.

We don’t assume we know everything—we rely on extensive consumer research to shape our strategies, ensuring they resonate with our audience.

What are the key trends shaping the future of insurance marketing, and how is Future Generali preparing for them?

Key trends include leveraging data, AI, and emerging technology to enhance customer experience. AI is now an integral part of our marketing approach, from personalizing agent communication to creating tailored renewal messages for customers.

Harnessing AI and data-driven insights in a way that benefits both the industry and our consumers will be crucial moving forward.

As a leader in marketing and customer experience, what advice would you give to professionals looking to make an impact in the insurance sector?

Marketing should not be about ticking boxes—it should make a real impact. Meaningful change doesn’t happen overnight; it requires deep understanding and problem-solving. The power of marketing lies in addressing real-world issues. My advice is to focus on finding and solving those problems, using consumer insights and data to drive meaningful strategies.