Bandhan Life, formerly known as Aegon Life Insurance, announced its dynamic new identity along with a fresh promise of ensuring ‘Bharat Ki Udaan, Bandhan Se’. Positioned for rapid growth, the company is committed to empowering individuals and families to achieve their financial dreams and thrive across all life stages.

Brand Positioning: Bharat Ki Udaan, Bandhan Se
Bandhan Life's rebranding is more than a visual makeover; it embodies a strategic pivot towards empowerment and inclusivity. Akhil Almeida, Head of Marketing, Bandhan Life said, “The launch of our new brand identity is a pivotal moment in how we communicate the value of life insurance. Moving away from traditional narratives that focus solely on life's uncertainties, we choose to celebrate and elevate the aspirations of Bharat. We envision an India where every individual feels empowered to secure their future and pursue their aspirations. This vision is encapsulated in our new tagline, “Bharat Ki Udaan, Bandhan Se" which promises to lift the nation through strengthened relationships. The new logo features a budding flower, symbolizing potential, and new beginnings. The choice of colours was carefully considered – while the red is adopted from the Bandhan Group conveying commitment and a sense of protection. The blues convey stability, trust, and dependability and together these make an ideal combination for a new life insurance brand.”

Vision for the Future: A Blueprint for Expansion
Satishwar B., MD and CEO of Bandhan Life, said, “This transition sets the stage for an amazing new chapter for us. Looking ahead, our vision for the next five years is set: transforming Bandhan Life into a leading multi-channel insurance company. We will be expanding our presence across all relevant product categories. We believe that the strength of a bond can propel one to greater heights— As we fortify the bonds of trust with our customers, our collective ambitions soar. Bandhan Life will enable all stakeholders to soar higher, because we believe that every dream fortified by Bandhan is a flight towards a brighter tomorrow.”

Looking Ahead
With a robust rollout strategy, Bandhan Life is poised to engage meaningfully with its customers through a mix of digital innovation and traditional engagement methods. The brand's evolution reflects a broader shift towards a more holistic approach to insurance, one that speaks directly to the hearts and minds of its diverse clientele. The transition also aligns with Bandhan Life's growth strategy which includes recruiting 1,000 new employees in the immediate phase and increasing its nationwide footprint. Through a blend of emotional storytelling and functional benefits, Bandhan Life aims to relate effectively with its diverse customer base across India. The updated product
names, such as Bandhan Life iTerm Prime, reflect this new direction, inviting customers to explore the company's enhanced offerings at www.bandhanlife.com. This strategic expansion underscores Bandhan Life's position as a forward-thinking insurer, dedicated to providing secure, innovative, and customer-centric insurance solutions.?

New Name, Same Commitment
Bandhan Life's new brand identity targets a diverse demographic by leveraging its digital prowess and Bandhan Group’s extensive reach. The messaging makes it clear that its commitment to revolutionise India’s insurance sector and growth for all stakeholders remains unchanged. Bandhan Life assures its customers that the core strategy, operational processes, and dedicated team will remain intact. This guarantees the preservation of the empathetic service level the brand is celebrated for.

Sharing his enthusiasm about the transition, Akhil adds, “We recognized the need for a different dialogue – one that resonates with Bharat's aspirations and embodies the core values of the Bandhan Group: relationships, trust, and widespread presence. In our pursuit of a more positive narrative, we've chosen to celebrate the inner ambition of every Indian and the modern relationships driving our nation's progress. As Bandhan Life begins an exciting new chapter in promoting financial security and strengthening bonds, our focus will continue to be on innovation, growth, and customer welfare.”