ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, has introduced a new brand identity and tagline, ‘HarKalAasaan’, with a focus on making life insurance simpler, more transparent, flexible and easier for customers to navigate.
The company said the new brand promise is designed around the changing needs of Indian consumers, who are managing evolving careers, family structures, longer lifespans and shifting financial priorities. The insurer aims to help customers make more informed and confident decisions about their financial future rather than viewing life insurance only as protection against uncertainties.
Mr. 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.”
Balasubramanian said the growing complexity of modern life has made traditional approaches to long-term planning more challenging.
“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,” he said.
The company said the rebranding goes beyond a change in name and represents a broader commitment to customer convenience and relevance. It will build on its 25-year foundation while seeking to establish new industry benchmarks and contribute to the national goal of ‘Insurance for All by 2047’.
