Ageas Federal Life Insurance rolls out a new brand identity

To highlight this refreshed identity, the brand has rolled out an ad film conceptualised by Glassbox and Pollinate Labs.

Ageas Federal Life Insurance has launched a new brand identity.

The refreshed identity reflects the company’s ambition to simplify insurance, build deeper emotional connections and make financial protection more accessible across India.

The new identity was unveiled by Jude Gomes, managing director and CEO, Ageas Federal Life Insurance, alongside its brand ambassador, cricketer Sachin Tendulkar.

The revamped logo features two unifying arcs that represent protection and guidance, pointing to the idea that every meaningful journey begins with clarity, optimism and renewed hope.

The brand promise, Har Wada Mumkin (Promises Made Possible), reinforces the company’s pledge to turn commitments into possibilities through transparency, agility and purposeful action.

The colour palette of the revived logo brings this message to life. Orange conveys sunrise energy and forward momentum, while violet represents trust, wisdom, calm and integrity. Together, they signal a brand that is future-ready and India-ready.

To highlight this rebrand, the brand has also rolled out a campaign, comprising an ad film.

Conceptualised by Glassbox and Pollinate Labs, the campaign comprises an ad film.

The film, 'Every Gesture Has a Promise', opens with a child apologising to his mother with the classic ear-holding gesture. It moves to a man making a promise and proposing through a simple hand signal, then cuts to an office Secret Santa moment where another gesture carries the emotion forward. It closes with Sachin Tendulkar reminding viewers that in every moment of life, a promise sits behind every gesture, and Ageas Federal Life Insurance stands by those promises.

Gomes said, “Ageas Federal has always stood for trust, clarity and long-term protection. But today’s India is more aspirational, more forward-looking, and more digitally empowered. Our refreshed identity reflects this shift. ‘Har Wada Mumkin’ is not just a campaign line; it is our commitment to help every Indian keep the promises that matter most.”

Geetanjali Bhattacharji, founder, Glassbox, said, “Our aim was to craft a brand that reflects the India of today, modern, confident and humane. Ageas Federal operates in a uniquely emotional space where protection intersects with possibility. The refreshed identity captures this balance through meaningful design and storytelling, and a clear articulation of the promises that bind Indian families together.”

Siddharth Khandelwal, founder and chief creative officer, Pollinate Labs, said, “The new brand is built on an emotional truth. In India, promises are inherited, lived and deeply personal. Our work was to translate that sentiment into a modern, culturally rooted design and storytelling system. This is the beginning of a platform that will continue to evolve with the brand.”