Ageas Federal Life Insurance refreshes brand identity with Glassbox and Pollinate Labs

Ageas Federal Life Insurance has introduced a refreshed brand identity and integrated campaign developed in collaboration with Glassbox and Pollinate Labs. The initiative represents a defining stage in the company’s transformation journey, combining strategic repositioning with contemporary design to express the commitments that shape Indian families. Glassbox led the overall brand and communication mandate, while Pollinate Labs developed the design system and creative articulation.

The new identity draws from a distinctly Indian insight: promises within families operate as long-standing responsibilities carried across generations. In this context, protection is not viewed as a transactional requirement but as an essential means of honouring commitments made to loved ones. The refreshed brand expression foregrounds this idea, reinforcing Ageas Federal’s commitment to offering solutions that help people safeguard these promises.

As part of the global Ageas Group, which has a 200-year legacy and is recognised as a major insurer in Europe, the company integrates international experience with local cultural understanding. Its partnership with Federal Bank, which has completed 100 years, further reinforces credibility through a network built on trust and long-term service. Ageas’ global philosophy of being the ‘supporter of your life’ continues to shape the company’s purpose in India, combining trusted governance with innovation geared towards evolving consumer needs.

The announcement introduces a modern visual identity supported by a digital-first customer experience. Central to the refreshed expression is the articulation ‘Har Wada Mumkin’, positioned as the belief that every promise can be fulfilled when backed by appropriate protection. Speaking about the brand’s renewed direction, Jude Gomes, managing director and CEO, 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.”

Glassbox and Pollinate Labs worked jointly to develop a platform balancing cultural resonance with global design standards. The integrated campaign rollout spans film, digital, out-of-home, on-ground activations and an updated social presence, ensuring a consistent narrative across customer touchpoints. Geetanjali Bhattacharji, founder of Glassbox, noted: “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.”

Pollinate Labs, recognised by Red Dot, Type Directors Club and Communication Arts, led the brand experience and design system. 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 the launch of ‘Har Wada Mumkin’, Ageas Federal intends to connect with younger, digitally engaged audiences while preserving the emotional foundations that define its purpose: enabling Indians to keep the promises central to their lives.