ICICI Prudential Life’s recent campaign lends a new narrative to life insurance

ICICI Prudential Life Insurance has introduced its newest brand campaign, ‘Zimmedari lagey pyaari’, reinforcing its dedication as a reliable partner to customers throughout their financial journey. The campaign strengthens the company’s commitment to being a trusted life insurance partner for millions of Indians, empowering them to fulfill their responsibilities. Speaking at the launch of the campaign, Anup Bagchi, MD and CEO, ICICI Prudential Life Insurance, said, “The launch of our new brand campaign “Zimmedari lagey pyaari” showcases responsibility as an ‘Expression of Affection’ and marks a milestone in reshaping the life insurance narrative. The underlying thought of the campaign is to reposition life insurance as equipping individuals to fulfill their responsibility.” Bagchi added, “Our comprehensive suite of term insurance, long-term savings, and retirement solutions coupled with our philosophy of the right product to the right customer plays a pivotal role in enabling our customers to provide financial security to their families and fulfill their responsibility.” Amit Palta, Chief Distribution Officer, ICICI Prudential Life Insurance, said, “We believe fulfilling responsibilities towards loved ones is a profound commitment, reflecting love and care.