ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, on Monday unveiled its new brand identity and tagline, ‘HarKalAasaan’, positioning the rebranded insurer around a simpler, more transparent, flexible and convenient life insurance experience.
The company said the new brand promise aims to shift the conversation around life insurance from merely protecting against uncertainties to enabling customers to make informed and confident decisions about their financial futures. The initiative comes as changing career paths, evolving family structures, longer lifespans and shifting financial priorities are making long-term financial planning increasingly complex.
Commenting on the new brand identity, 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 company’s new identity goes beyond a change in name and reflects its broader commitment to making financial security easier to understand and access.
“Preparing for tomorrow should bring clarity, confidence, and peace of mind, rather than adding to life’s complexities,” he said.
The company said it will build on its 25-year foundation while seeking to deepen customer relevance, set new industry benchmarks and contribute to the national goal of ‘Insurance for All by 2047’.
