ICICI Prudential Life Insurance has changed its name to ICICI Life Insurance, introducing a new brand identity and the tagline ‘Har Kal Aasaan’ as it looks to make life insurance feel simpler and more relevant to changing financial needs.
The new identity moves the brand conversation beyond traditional risk protection, with ICICI Life Insurance positioning life insurance as a tool to help consumers make more informed decisions about their financial futures. The new brand promise centres on making the category simpler, more transparent and more flexible for customers.
The rebranding comes as the company marks 25 years of operations. According to ICICI Life Insurance, it has helped secure the dreams and futures of more than 20 crore Indians during this period, while consumer priorities around careers, family structures, longevity and financial planning have continued to evolve.
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. Throughout this journey, we have witnessed India’s incredible growth, along with a significant evolution in the aspirations of its people.
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. While life insurance plays a critical role in navigating these uncertainties, the traditional experience of securing one’s financial future has often been perceived as complicated.
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. 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. Building on our strong 25-year foundation, we will continue to deepen customer relevance, establish new benchmarks of excellence in the industry, and actively contribute toward the national goal of ‘Insurance for All by 2047’.”
The company’s portfolio spans protection, savings and retirement products. As of June 30, 2026, ICICI Life Insurance reported 69.53 million lives in force across its individual and corporate segments.
The company said it had settled Rs 343.90 billion in death claims and paid Rs 3.81 trillion in overall benefits as of June 30, 2026. During FY2026, it settled Rs 51.49 billion in death claims and paid Rs 153.63 billion in maturity and survival benefits, with a claim settlement ratio of 99.3%.
ICICI Life Insurance is listed on both the NSE and BSE and has invested in data analytics and digitisation across the policy lifecycle. Through the new identity, the company is looking to build on that foundation while making the experience of planning for the future easier to navigate for consumers.
