ICICI Life Insurance and Ogilvy India launch new brand platform ‘Har Kal Aasaan’
ICICI Life Insurance has launched its new brand platform ‘Har Kal Aasaan’ in partnership with Ogilvy India. The integrated launch campaign shifts the focus of planning for the future away from complexity and anxiety toward assurance and ease.
The film questions why thinking about tomorrow so often leaves us worried and awake at night. Through familiar moments like meeting someone they love after years apart, making a heartfelt birthday wish, and enjoying a slow afternoon in the sun, the film invites viewers to imagine a different way of looking at the future.
Through these moments, the film challenges the idea that preparing for tomorrow must feel difficult. It culminates in ICICI Life’s promise: “No matter what tomorrow brings, we are here to make preparing for it easier for you and your family.”
Srinivas Balasubramanian, Chief of Marketing and Digital Business at ICICI Life Insurance, said: “As the world around us continues to evolve and become increasingly complex, we believe preparing for the future should give people a sense of calmness and of being in control. For 25 years, ICICI Life Insurance has helped over 20 crore Indians secure their family’s financial future by making every aspect of insurance – right from policy purchase to claims settlement, simple and frictionless. Har Kal Aasaan is an expression of the belief that planning for the future should feel intuitive and effortless.”
Ganapathy Balagopalan, Deputy Chief Strategy Officer, Ogilvy India, added: “For a category that has traditionally approached tomorrow through the lens of risk and uncertainty, we saw an opportunity to reframe what preparing for it can feel like. With Har Kal Aasaan, we wanted to move the conversation from fear to ease, showing that preparing for tomorrow doesn’t have to mean putting today on hold. It can give people the confidence to enjoy today, knowing they’re ready for what lies ahead.”
Earlier this month, ICICI Life Insurance had unveiled its new Logo and Visual Identity in partnership with Ogilvy.
Credits
Agency: Ogilvy Mumbai
Brand: ICICI Life Insurance
Production House: House of Rapture
Director: Advait Chandan