FGII urges women not to be a plus one when purchasing health insurance

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Future Generali India Insurance marked International Women’s Day 2024 with the launch of its #DontBeAPlus1 campaign via Mullen Lintas India. The new initaitive aims to raise awareness about the necessity of having a comprehensive cover addressing the varied needs of women across different stages of her life, rather than being relegated to the status of a ‘plus1’ in a man’s health insurance policy, the campaign seeks to address gender disparity in health insurance.


Unveiling the #DontBeAPlus1 campaign, renowned author, columnist, and women’s rights advocate Twinkle Khanna emphasised the importance of women taking control of their health and financial well-being.

The campaign underscores the importance of women taking charge of their health and well-being by securing insurance coverage tailored to their specific needs. Future Generali India Insurance aims to empower women to prioritise their health and financial independence through this initiative, urging them to break free from the traditional norm of being added as a secondary beneficiary and opt for comprehensive health insurance plans.

Ruchika Varma, Chief Marketing Officer, Future Generali India Insurance, said: “At Future Generali India Insurance, Diversity, Equity and Inclusion is in our DNA, and all our efforts are aligned with this vision, be it at the workplace as an inclusive employer or as an inclusive insurer by way of the policies we design. Our market insights suggest that there is a gap between what women need in their insurance policy and what is currently being offered. Given their distinct anatomies, women’s health needs vary from those of men, their health protection requirements differ and hence they need products that caters to their unique needs. With #DontBeAPlus1, we are encouraging women to give due importance to their specific health needs while signing up for an insurance policy.”

“I think it’s great that Future Generali is helping women focus on their health by offering comprehensive women insurance solutions and they are leading the way in supporting their independence too. I’m excited to be part of this campaign, where women are taking care of themselves.”

Future Generali India Insurance’s latest film – A World full of +1s – showcases a literary award ceremony with the presenter on stage announcing the best author award going to Kumar’s+1. Reacting to this, Twinkle Khanna says, while it may sound a little absurd but it does happen, particularly in health insurance, wherein women get added as +1 in a man’s health insurance policies all the time. She then goes on to say women’s bodies and needs are different from men and hence it would not be right to settle for a health insurnace that is not designed keeping women’s needs in mind.

Ram Cobain, Chief Creative Officer, Mullen Lintas, said: “What looks jarring in fiction doesn’t raise an eyebrow in real life. We played on this absurdity to highlight how women are added as ‘+1s’ in men’s health insurance. Our idea was launched on Women’s Day with a social disruption. Twinkle Khanna, our brand champion, changed her Instagram bio to ‘Kumar’s +1’ before explaining why she did so, via the film. ‘Don’t be a Plus One’ isn’t just a campaign; it is a movement to get women to reconsider their health cover. After all, women’s bodies and needs are different from men – their health insurance better be, as well.”

Chief Executive Officer: Hari Krishnan
Chief Creative Officer: Ram Cobain
Executive Director: Sharon Picardo
Executive Creative Director: Kapil Ojha
Creative Team: Ashwin Joharapurkar, Sneha Rajan, Alekh Kudtarkar, Kartik Kumar, Akshta Nigudkar
Vice President: Ankit Shastri
Sr. Brand Services Manager: Thej Kiran
Brand Services Manager: Abhijeet Shinde
Associate Vice President Planning: Sanjna Saxena
Brand Planning Manager: Divya Rao
Production House: Oink Films
Director: Shirsha Guha
Executive Producer: Ramya Rao

FGII urges women not to be a plus one when purchasing health insurance FGII urges women not to be a plus one when purchasing health insurance