ICICI Life Insurance Unveils New Identity & Tagline
CE DESK 
ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, has unveiled a new brand identity and introduced the tagline ‘Har Kal Aasaan’ to mark its 25 years of operations in India.
The corporate rebranding follows shareholder and regulatory approvals for its official name change to ICICI Life Insurance Limited. The new brand promise focuses on simplifying financial planning, making insurance products more transparent, accessible and flexible for policyholders across diverse life stages.
Under the theme ‘Har Kal Aasaan’ (Making Every Tomorrow Easy), the company aims to shift the category conversation away from fear-driven risk protection towards empowering consumers to make informed choices about their long-term financial security, retirement and wealth creation.
Srinivas Balasubramanian, Chief of Marketing, Digital & Bancassurance, ICICI Life Insurance, 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. Throughout this journey, we have witnessed India’s incredible growth, along with a significant evolution in the aspirations of its people.”
He further said, “In today’s fast-paced environment, the world has become increasingly complex and unpredictable. Changing career paths, evolving family structures, longer lifespans, and shifting financial priorities have made long-term planning more challenging than ever.”
“Our new brand identity goes far beyond a change in name. It reflects our broader commitment to make the experience of securing one’s financial future simpler, more transparent, more flexible and with ease.” Balasubramanian said.
Established in 2000, ICICI Life Insurance operates as one of India’s leading private life insurers, managing assets under management (AUM) exceeding Rs 3 lakh crore and serving millions of policyholders through a nationwide omnichannel distribution network spanning bancassurance, digital platforms, agency forces and corporate partnerships.
The refreshed brand identity, logo and visual design systems are being rolled out across branches, digital touchpoints, customer communication channels and a nationwide multimedia advertising campaign.
