Future Generali

Future Generali India Life Insurance Company limited unveils Father’s Day campaign with #PapasHealthAsliWealth

Mumbai, 17th June 2019: Ahead of Father’s Day and in continuation of its efforts to convey that fathers should not neglect their health while focusing on providing the best for their families, Future Generali India Life Insurance Company Limited (FGILI), has unveiled its latest digital campaign. The campaign consists of videos, other print and engagement assets that urge fathers to realise that their health is the true wealth for their families.

Why is Father’s health important?

The company’s latest campaign #PapasHealthAsliWealth captures the need for fathers to build healthy habits daily for the sake of their loved ones. In a recent survey conducted by the company, it was clear that fathers prioritise their children’s future above anything else and thus work tirelessly, often under stress, with little or no time for their own health. This constant ignoring of adopting a healthy lifestyle could one day have dire consequences which in turn can derail their financial goals altogether. A healthy person can achieve more in life and lead a more fulfilling life.

The two digital videos of the Campaign

In the first film, a little girl is sitting at the breakfast table when her father, a young and slightly out of shape man, approaches. There are pastries and an apple lying on the table and the father happily reaches for the pastry. His daughter clears her throat looking at her father indicating that it is a wrong choice. The father in return exchanges a guilty look with his daughter and with a sigh puts the pastry down and reaches for the apple instead. His daughter gives him a big smile of approval.

In the second film, the father is seen next to an exercise cycle where the expectation is to exercise. He takes one look at the cycle, sighs out loud like he doesn’t want to work out. He grabs his water bottle and splashes water all over his face and chest to make it look like sweat. He then leans against the exercise cycle like he’s exhausted from a work out, only to find his daughter, had caught him in the act. Realizing he is caught, he gets on the cycle and starts exercising for real this time.

In both the films, as father moves from an unhealthy choice to healthy one, an ‘Asli Wealth Meter’ moves the score from negative to positive suggesting that each time he picks a healthy choice, it increases his true wealth – his health. The campaign is being executed via contests on various social media platforms such as Facebook, Instagram, Twitter, LinkedIn and YouTube through a series of interesting customer engagement activities.

Rakesh Wadhwa, Chief Marketing Officer, Future Generali India Life Insurance Company commented, “We believe healthy fathers make healthy families. Key insight for our new campaign is that fathers are busy providing for the well-being of the family, and they often neglect their own health. We want to create the awareness that while achieving life’s financial goals are important, your true wealth is good health. Our new campaign - #PapasHealthAsliWealth is in continuation of the work we did last year and underscores the message for fathers to adopt a healthy lifestyle.”


Generali is an independent, Italian Group, with a strong international presence. Established in 1831, it is among the world’s leading insurers and it is present in over 60 countries with total premium income exceeding €70 billion in 2016. With over 74,000 employees in the world, and 55 million clients, the Group has a leading position in Western Europe and an increasingly significant presence in the markets of Central and Eastern Europe and in Asia. In 2017 Generali Group was included among the most sustainable companies in the world by the Corporate Knights ranking.

Future Group

operates some of India’s most popular retail chains including Central, Big Bazaar, Food Bazaar, Home Town and eZone. Apart from its allied businesses in Life and General insurance, the Group is also present in the domain of logistics infrastructure and supply chain and brand development. The group operates over 17 million square feet of retail space in over 90 cities and towns and 60 rural locations across India. The group’s retail formats connect over 300 million customers to over 30,000 small, medium and large enterprises that supply products and services to its retail chains. Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The group’s corporate credo is, ‘Rewrite rules, Retain values’.