ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, has announced a new brand identity and tagline, ‘Har Kal Aasaan’.
The new brand promise is centred on making life insurance simpler, more transparent, flexible and easier to navigate for Indian customers. It also aims to broaden the conversation around life insurance from protection against uncertainties to helping people make more informed and confident choices about their future.
Commenting on the new brand identity and tagline, Srinivas Balasubramanian, Chief of Marketing, Digital & Bancassurance, ICICI Life Insurance Limited, said, “The ICICI name holds an enduring place in the lives of millions of Indians, serving as a symbol of trust, strength, and financial accessibility. Over the past 25 years, we have had the privilege of helping secure the dreams and futures of more than 20 crore Indians. Throughout this journey, we have witnessed India’s incredible growth, along with a significant evolution in the aspirations of its people."
He adds, "In today’s fast-paced environment, the world has become increasingly complex and unpredictable. Changing career paths, evolving family structures, longer lifespans, and shifting financial priorities have made long-term planning more challenging than ever. While life insurance plays a critical role in navigating these uncertainties, the traditional experience of securing one’s financial future has often been perceived as complicated. At ICICI Life Insurance, we firmly believe that preparing for tomorrow should bring clarity, confidence, and peace of mind, rather than adding to life’s complexities. Our new brand identity goes far beyond a change in name. It reflects our broader commitment to make the experience of securing one’s financial future simpler, more transparent, more flexible and with ease. Building on our strong 25-year foundation, we will continue to deepen customer relevance, establish new benchmarks of excellence in the industry, and actively contribute toward the national goal of ‘Insurance for All by 2047’.”
With the new brand promise, the company aims to position life insurance as a tool not only for protection but also for planning for the future with greater clarity and convenience. The ‘Har Kal Aasaan’ proposition is intended to reflect this approach across the company’s engagement with its stakeholders.
