ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, on Monday announced the launch of its new brand identity and tagline, ‘HarKalAasaan’, marking a new phase in its customer-focused positioning.
The company said the new brand identity reflects its commitment to making life insurance simpler, more transparent, flexible and easier to navigate for Indian customers. The new brand promise seeks to move the conversation around life insurance beyond protection against uncertainties and towards helping individuals make informed and confident decisions about their financial futures.
Commenting on the announcement, 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 changing career paths, evolving family structures, longer lifespans and shifting financial priorities have made long-term planning increasingly 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 relevance, industry excellence and ease of access. It will build on its 25-year foundation while contributing to the national goal of ‘Insurance for All by 2047’.
