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ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, has unveiled its new brand identity and tagline, ‘Har Kal Aasaan’, reaffirming its commitment to making life insurance simpler, more transparent, flexible and convenient for Indian customers.
Commenting on the launch, Mr. Srinivas Balasubramanian, Chief of Marketing, Digital & Bancassurance, ICICI Life Insurance Limited, said the ICICI name has long represented trust, strength and financial accessibility for millions of Indians. Over the past 25 years, the company has helped secure the dreams and futures of more than 20 crore Indians while witnessing the country’s growth and changing aspirations.
He highlighted that evolving careers, family structures, longer lifespans and shifting financial priorities have made long-term planning increasingly challenging in today’s fast-paced and unpredictable environment. Despite its importance in managing uncertainties, life insurance has traditionally been perceived as complicated.
The company believes planning for tomorrow should bring clarity, confidence and peace of mind rather than add to life’s complexities. Its new identity represents more than a name change, reflecting a broader commitment to simplifying financial protection and planning.
Building on its 25-year legacy, ICICI Life Insurance aims to strengthen customer relevance, establish new industry benchmarks and support India’s national goal of ‘Insurance for All by 2047’.
Through ‘Har Kal Aasaan’, the company also seeks to broaden the role of life insurance beyond protection against unforeseen events, enabling customers to make informed and confident decisions about their financial future with greater ease and convenience.