ICICI Prudential Life Insurance Company Limited has changed its name to ICICI Life Insurance Limited and unveiled a new brand identity with the tagline ‘Har Kal Aasaan’. The company said the rebranding is intended to make the life insurance experience simpler, more transparent and flexible, while helping customers make more informed and confident decisions about their long-term financial security. The announcement comes as the company marks 25 years of operations in India.
According to Srinivas Balasubramanian, Chief of Marketing, Digital & Bancassurance, ICICI Life Insurance, the new identity reflects changing customer needs amid evolving careers, family structures, longer lifespans and shifting financial priorities. The company said it wants to move the conversation around life insurance beyond simply protecting against uncertainties towards helping customers plan their financial futures with greater clarity and convenience. ICICI Life Insurance said it has helped secure the dreams and futures of more than 20 crore Indians over its 25-year journey.
The company said the new identity builds on its existing customer and digital capabilities while supporting its stated contribution to the national goal of ‘Insurance for All by 2047’. As of June 30, 2026, ICICI Life Insurance reported 69.53 million lives in force, while it had settled ₹343.90 billion in death claims and paid ₹3.81 trillion in overall benefits. Its FY2026 claim settlement ratio was reported at 99.3%, with an average turnaround time of one day. The company is also listed on both the NSE and BSE and has invested in data analytics and digitisation across the policy lifecycle.
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