Ageas Federal unveils new identity rooted in Indian promises

MUMBAI: Ageas Federal Life Insurance has rolled out a refreshed brand identity and integrated campaign that puts the emotional heartbeat of Indian families at its centre. Created in collaboration with Glassbox and Pollinate Labs, the new expression marks a key moment in the insurer’s transformation journey as it sharpens its purpose for a younger, more digital India.

In a country where responsibility is handed down like heirlooms and where quiet commitments keep households together, promises are more than sentiment. They are lived, shared and honoured across generations. Ageas Federal’s new identity captures this idea with a clearer, contemporary expression of protection rooted in cultural truth.

Backed by the 200 year legacy of Europe’s Ageas Group and strengthened by Federal Bank’s century of trust, the company is positioning itself for an India that is more aspirational and digitally confident. Its renewed articulation, Har Wada Mumkin (Promises made possible), reflects the belief that with the right support and guidance, every promise has the power to take shape.

Ageas Federal Life Insurance managing director and CEO Jude Gomes, said the refreshed identity mirrors the changing face of the nation. “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.”

The campaign, which spans film, digital platforms, outdoor media and on ground activations, introduces a new visual language and a digital first customer experience. The launch film can be viewed on YouTube.

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

Pollinate Labs led the design and cultural repositioning, bringing global craft to a distinctly Indian narrative. Founder and chief creative officer Siddharth Khandelwal 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.”

With its renewed identity and a platform anchored in the power of promises, Ageas Federal hopes to connect with a wider, younger and more digitally engaged audience while staying true to its enduring purpose of protecting the commitments that define Indian lives.