ICICI Life Insurance unveils new brand identity, ‘Har Kal Aasaan’
Mumbai, Oct 5 (TNT): ICICI Life Insurance Limited, formerly known as ICICI Prudential Life Insurance Company Limited, on Monday unveiled its new brand identity and tagline ‘Har Kal Aasaan’, aimed at making life insurance simpler, more transparent and flexible for customers.
In a release, the company said the new identity reflected its broader commitment to simplify the experience of securing financial futures and enable customers to make more informed choices.
Srinivas Balasubramanian, Chief of Marketing, Digital and Bancassurance, ICICI Life Insurance, said the company had helped secure the dreams and futures of more than 20 crore Indians over the past 25 years.
He said the new brand identity went beyond a change in name and represented the company’s focus on customer relevance, service excellence and contributing to the national goal of “Insurance for All by 2047”.
ICICI Life Insurance commenced operations in FY2001 and offers Protection, Savings and Retirement solutions to meet customers’ financial needs across different life stages.
As of June 30, 2026, the company protected 69.53 million lives across individual and corporate segments. It had settled Rs 343.90 billion in death claims and paid Rs 3.81 trillion in overall benefits, the company said.
In FY2026, it settled Rs 51.49 billion in death claims and disbursed Rs 153.63 billion in maturity and survival benefits. Its claim settlement ratio stood at 99.3 per cent, with an average turnaround time of one day.
The company said it was the first Indian insurance company to be listed on both the NSE and BSE and had continued to invest in data analytics and digitisation across the policy lifecycle.
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