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.

The refresh comes at a time of rapid change in India’s life insurance market, driven by rising awareness of financial protection, rapid digital adoption and growing demand from newer customer segments, including MSMEs and young savers.

With this foundation, the company is aiming to position itself as a catalyst for trust, access and innovation in a sector that remains significantly underpenetrated.

Ageas Federal continues to strengthen distribution with a hybrid model that combines digital accessibility with last-mile presence.

Gomes said, “This new identity reflects who we are and what we strive to become for the people of India - an enabler of possibilities. ‘Alba’ embodies care and optimism, while our brand promise, 'Har Wada Mumkin', reflects our commitment to turn every promise into a possibility. This milestone accelerates our aspiration to address India’s evolving financial protection needs and build a brighter future for millions.”