Generali Indonesia launches new brand campaign

Campaign highlights family-centric parallels between cultures

Generali Indonesia launches new brand campaign

Insurance News

By Gabriel Olano

The Indonesian unit of Italy-based insurer Generali has launched a brand campaign that highlights the importance of family in both the Italian and Indonesian cultures.

The new campaign, which involves digital and television commercials, launched on July 23 and will run until the end of the year. The advertisements include a series of everyday people enjoying time with their families and references common Italian terms, such as pizza, cappuccino, and ‘la famiglia,’ which is Italian for ‘the family’.

The insurer recently chose a new agency to handle its marketing efforts in the region.

“We are excited about the launch of our new brand campaign which really brings to life the connection between Generali and our customers,” said Edy Tuhirman, CEO of Generali Indonesia. “Many Indonesians are not aware of the Italian culture and how we share common values such as the importance we place on family. This is what Generali Indonesia is about - we are committed to providing financial security to the Indonesian people, so they can spend more time enjoying carefree moments with their family.”

Neil Gardner, Generali’s chief customer officer for Asia, added: “Our customers are centre to our strategy in Asia and our new brand campaign reinforces this message. We are also proud to be one of Italy’s most iconic service brands and believe this is a strong point of differentiation in our local markets.”



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