ICICI Life Insurance Rebrands to ICICI Life, Introducing ‘Har Kal Aasaan’ Tagline to Redefine Financial Security
ICICI Prudential Life Insurance rebrands to ICICI Life Insurance, launching a fresh visual identity and the tagline ‘Har Kal Aasaan’ to move insurance from traditional risk protection to empowering, flexible long-term financial planning.
Sandhya
ICICI Prudential Life Insurance Company has officially rebranded to ICICI Life Insurance, unveiling a refreshed brand identity alongside its new core tagline, ‘Har Kal Aasaan’.
The strategic transformation aims to shift consumer perception of life insurance away from fear-driven risk protection and toward transparent, accessible, and flexible financial planning.
Rebranding Beyond the Surface: A Strategy Built for Modern India
Building on a 25-year legacy of serving over 20 crore Indians, ICICI Life Insurance is restructuring its brand narrative to align with evolving consumer lifestyles. Modern dynamics—including shifting career trajectories, changing family units, and extended lifespans—require long-term financial strategies that offer flexibility and clarity rather than added complexity.
Speaking on the shift, Srinivas Balasubramanian, Chief of Marketing, Digital & Bancassurance at ICICI Life Insurance Limited, highlighted that the ICICI brand stands as an enduring pillar of trust and accessibility. He noted that while life insurance is essential for navigating life’s uncertainties, securing one’s financial future has historically been seen as an overly complex experience.
The new identity, according to Balasubramanian, goes beyond a visual overhaul—it represents a operational commitment to simplifying the customer journey, establishing fresh industry benchmarks, and supporting India’s vision of ‘Insurance for All by 2047’.
Core Operational Highlights & Industry Standing
The rebrand is backed by data-driven digital infrastructure across the entire policy lifecycle. Key financial and operational metrics as of June 30, 2026, include:
- Lives Covered: Over 69.53 million lives in force across individual and corporate lines.
- Claims Settlement Record: A 99.3% claim settlement ratio, reflecting ₹51.49 billion settled in death claims during FY2026 alone, alongside ₹153.63 billion paid in maturity and survival benefits.
- Cumulative Payouts: Over ₹343.90 billion in total death claims settled and ₹3.81 trillion delivered in cumulative benefits since inception in FY2001.
Through its continued focus on digitization, transparency, and data analytics, ICICI Life aims to make long-term financial planning simpler and more actionable for modern consumers.
