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HomeThink TankCampaign DissectionFuture Generali India Launches #WelcomeHome Campaign for LGBTQIA+ Inclusion

Future Generali India Launches #WelcomeHome Campaign for LGBTQIA+ Inclusion

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Future Generali India Insurance (FGII) has launched the #WelcomeHome campaign during PRIDE 2024, marking a landmark celebration of diversity and inclusion, and reaffirming its steadfast support for the LGBTQIA+ community. This campaign goes beyond a mere marketing initiative, echoing FGII’s commitment to fostering acceptance and creating inclusive spaces where everyone feels valued and respected.

Future Generali India: #WelcomeHome Campaign Celebrating Authenticity

At the heart of the #WelcomeHome campaign lies a powerful message: “Home is wherever you can be yourself.” This resonant statement encapsulates the essence of what home truly means—a place of security, comfort, and acceptance, free from societal pressures and prejudices. For many individuals from the LGBTQIA+ community, finding such a home can be a challenging journey, marked by barriers to acceptance and understanding.

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A Corporate Commitment to Inclusion

Ruchika Varma, chief marketing, customer and impact officer, Future Generali India Insurance, said, “At Future Generali India Insurance, Diversity, Equity and Inclusion (DEI) is ingrained in our DNA, and we stand firmly aligned with this ethos not just as an inclusive employer and an inclusive insurer but also as an inclusive corporate citizen. Everyone deserves a safe and supportive environment where they can be their authentic selves, free from judgment and discrimination. Our #WelcomeHome campaign, which features real life LGBTQIA+ talents, aims to highlight this fundamental need. By showcasing these stories and experiences, we strike the right chords to foster broader societal acceptance, encouraging a more inclusive and understanding community for all.”

“In addition to facing significant barriers in getting access to comprehensive care, the community also often faces discrimination at the workplace. Instead of mere tokenism, we at FGII, have walked the talk and have taken several concrete steps that includes providing family floater health insurance cover to live-in partners including the LGBT community across all our health indemnity insurance products, introducing LGBTQIA+ friendly employee policies, and equipping our workplace with inclusive infrastructure like gender-neutral washrooms to welcome people from the community into the FGII family. By fostering a culture of acceptance via frequent conversations and events round the year, we have extended the scope of PRIDE celebrations beyond just a day or month,” Varma added.

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#WelcomeHome campaign: Voices of Inclusion

The #WelcomeHome campaign goes beyond rhetoric by spotlighting real-life stories and experiences of LGBTQIA+ individuals, including talents like Jay Anand, a trans-man and musician whose journey is featured prominently in the campaign. By showcasing diverse narratives, FGII aims to catalyze broader societal acceptance and understanding, paving the way for a more inclusive community where everyone can thrive.

Ram Cobain’s views

As Ram Cobain, Chief Creative Officer at Mullen Lintas, remarks, “Home has no fixed address.” It can be found in familial bonds, friendly faces, and even within the workplace. The #WelcomeHome campaign serves as a testament to Future Generali’s unwavering allyship with the LGBTQIA+ community, urging others to join in creating environments where authenticity is celebrated and diversity is embraced.

Conclusion

In conclusion, Future Generali’s #WelcomeHome campaign stands as a beacon of hope and solidarity, advocating for LGBTQIA+ inclusion in every facet of life. By amplifying voices, challenging norms, and implementing inclusive practices, FGII sets a precedent for corporate responsibility and societal change. As we continue to celebrate PRIDE and beyond, let us all strive to make every space a welcoming home for everyone, regardless of their sexual orientation or gender identity.

Agency Credits-

  • Creative Team: Ram Cobain, Kapil Ojha, Sneha Rajan, Kartik Kumar, Akshta Nigudkar, Virendra Mane, Gayatri Bharate
  • Account Management: Kishore Subramaniam, Sharon Picardo, Swapnil Salvi, Thej Kiran, Abhijeet Shinde, Harneet Bhatia and Rishabh Shetty
  • Production House: Carbon by The Content Lab
  • Founder & CEO: Vaibhav Mehta
  • Senior Producer: Digvijay Patil
  • Director: Sonal Batra
  • DOP: Saumit Deshpande
  • Original song by: Jay Anand

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