ICICI Life Insurance has unveiled a new campaign film under its new identity, introduced earlier this month. Created in partnership with Ogilvy, the film, ‘Har Kal Aasaan’ explores why thinking about tomorrow often brings worry and uncertainty. Through familiar moments, the film shifts the focus of future planning from complexity and anxiety to assurance and ease.
Talking about the new platform, Mr. Srinivas Balasubramanian, Chief of Marketing and Digital Business at ICICI Life Insurance, said, “As the world around us continues to evolve and become increasingly complex, we believe preparing for the future should give people a sense of calmness and of being in control. For 25 years, ICICI Life Insurance has helped over 20 crore Indians secure their family’s financial future by making every aspect of insurance – right from policy purchase to claims settlement- simple and frictionless. Har Kal Aasaan is an expression of the belief that planning for the future should feel intuitive and effortless”
Talking about the film campaign, Mr. Ganapathy Balagopalan, Deputy Chief Strategy Officer, Ogilvy India, said, “For a category that has traditionally approached tomorrow through the lens of risk and uncertainty, we saw an opportunity to reframe what preparing for it can feel like. With Har Kal Aasaan, we wanted to move the conversation from fear to ease, showing that preparing for tomorrow doesn’t have to mean putting today on hold. It can give people the confidence to enjoy today, knowing they’re ready for what lies ahead.”
The campaign reinstates ICICI Life’s promise: ‘No matter what tomorrow brings, we are here to make preparing for it easier for you and your family.’ The film invites viewers to imagine a different way of looking at the future.
