Ageas Federal Life Insurance Unveils New Brand Identity; Reinforces Promise of ‘Har Wada Mumkin’ – Indian PSU
Ageas Federal Life Insurance has unveiled its new brand identity, marking a significant milestone in the company’s transformation journey as it looks to simplify life insurance and deepen emotional connections with customers across India.
The refreshed brand was unveiled by Mr. Jude Gomes, Managing Director & CEO, in the presence of brand ambassador and cricket legend Sachin Tendulkar. Rooted in the 200-year global legacy of the Ageas Group and the century-old trust of Federal Bank, the new identity signals the insurer’s ambition to make financial protection more accessible, relevant and future-ready.
New Logo Reflects Protection and New Beginnings
At the heart of the rebranding is a new logo featuring two unifying arcs, symbolising protection, guidance and continuity across life stages. Designed to evoke clarity, optimism and renewed hope, the logo underscores the company’s purpose of supporting customers through every meaningful milestone.
The brand introduces its renewed promise — “Har Wada Mumkin – Promises Made Possible” — reflecting a commitment to convert every assurance into tangible outcomes through transparency, empathy and action.
Speaking at the launch, Mr. Jude 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 Har Wada Mumkin reinforces our commitment to turning every promise into a possibility. This milestone accelerates our aspiration to address India’s evolving financial protection needs.”
Positioned for Growth Amid Industry Transformation
The rebranding comes at a time when India’s life insurance sector is undergoing rapid transformation, driven by higher awareness of financial security, increasing digital adoption and growing demand from young savers and MSMEs.
With a hybrid distribution model combining digital platforms and strong last-mile connectivity, Ageas Federal continues to expand its nationwide footprint. Strategic partnerships are enabling the company to reach underserved regions and support the MSME segment, where over 85% of businesses remain underinsured, addressing a critical protection gap.
Strong Financial Performance and Trust Metrics
Ageas Federal Life Insurance has demonstrated robust financial resilience:
- 4th highest solvency ratio among private life insurers at 270% (March 2025)
- Effectively 2nd, excluding two newly incorporated insurers
- 13% year-on-year growth in Individual APE as of 30 October 2025, outperforming industry growth of ~9%
- 100% Individual Claim Settlement Ratio in FY25, placing it in the top quartile of insurers
These metrics reinforce the company’s focus on trust, service excellence and customer-centricity.
Sachin Tendulkar Endorses Renewed Brand Vision
Brand ambassador Sachin Tendulkar said the refreshed identity strengthens the brand’s core values. “With its new identity and strengthened promise, the brand reaffirms what truly matters — standing by people and securing lives. The new logo and brand promise reflect a renewed commitment to protecting every family’s future.”
Colours that Signal a Future-Ready Brand
The refreshed colour palette blends Orange, symbolising warmth, optimism and forward momentum, with Violet, representing trust, wisdom and integrity. Together, the colours position Ageas Federal as a brand that is India-ready, future-ready and possibility-ready.
