ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, has unveiled a new brand identity and tagline, ‘HarKalAasaan’, as the insurer seeks to strengthen customer relevance and simplify the life insurance experience amid changing financial needs.
The company said the new positioning is aimed at making life insurance more transparent, flexible and easier for Indian customers. It also seeks to broaden the industry conversation from protection against potential risks to helping customers make informed and confident choices about their financial futures.
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 evolving career paths, family structures, longer lifespans and shifting financial priorities had made 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 rebranding comes as insurers increasingly focus on simplifying customer journeys and improving accessibility across India. ICICI Life Insurance said the new identity reflects a broader commitment to convenience while building on its 25-year foundation.
The company said it will also seek to contribute to the national goal of ‘Insurance for All by 2047’.