The new brand platform aims to make life insurance simpler, more transparent and flexible while encouraging consumers to take a more informed approach to their financial future.
ICICI Prudential Life Insurance Company has rebranded itself as ICICI Life Insurance, unveiling a refreshed brand identity and a new tagline, ‘Har Kal Aasaan’. The move marks a broader shift in how the insurer wants to position life insurance – moving beyond traditional risk protection towards helping consumers make confident financial decisions for the future.
The new brand promise focuses on simplifying the insurance experience, with greater emphasis on transparency, flexibility and ease. According to the company, changing career paths, evolving family structures, longer lifespans and shifting financial priorities have made long-term financial planning increasingly complex.
Srinivas Balasubramanian, Chief of Marketing, Digital & Bancassurance, ICICI Life Insurance, said the refreshed identity builds on the company’s 25-year legacy while reflecting the changing aspirations and needs of Indian consumers.
The company said the rebranding is also aligned with its ambition to contribute to the national goal of ‘Insurance for All by 2047’.
ICICI Life Insurance began operations in FY-2001 and offers protection, savings and retirement solutions. As of June 30, 2026, the company said it had 69.53 million lives in force across individual and corporate segments.
It has settled Rs 343.90 billion in death claims and paid Rs 3.81 trillion in overall benefits as of the same date. Its claim settlement ratio stood at 99.3%. The insurer has also continued to invest in data analytics and digitisation across the policy lifecycle.
