ICICI Life Insurance has launched its new brand platform, ‘Har Kal Aasaan’, in partnership with Ogilvy. The integrated campaign shifts the conversation around planning for the future away from complexity and anxiety, and toward assurance and ease. It follows the unveiling of the company’s new logo and visual identity, also created with Ogilvy, earlier this month.

Srinivas Balasubramanian, chief of marketing and digital business at ICICI Life Insurance, said that in an increasingly complex world, preparing for the future should bring calmness and a sense of control. He noted that over 25 years, the company has helped more than 20 crore Indians secure their families’ financial future by keeping everything from policy purchase to claims settlement simple and frictionless. ‘Har Kal Aasaan’, he said, expresses the belief that planning ahead should feel intuitive and effortless.

Ganapathy Balagopalan, deputy chief strategy officer, Ogilvy India, said a category that has long viewed tomorrow through risk and uncertainty offered a chance to reframe it. The idea, he explained, is to move from fear to ease, showing that preparing for tomorrow doesn’t mean putting today on hold.

The launch film, conceptualised by Ogilvy, asks why thinking about tomorrow so often leaves people worried and awake at night. Using familiar moments, such as reuniting with a loved one after years, making a heartfelt birthday wish and enjoying a slow afternoon in the sun, it invites viewers to imagine a calmer view of the future. It ends with the brand’s promise to make preparing easier for people and their families. Directed by Advait Chandan, it is produced by House of Rapture.