Axis Max Life Insurance unveils new identity with ‘Double Bharosa’ campaign

In a significant move following its rebranding, Axis Max Life Insurance Ltd., formerly Max Life Insurance Company Ltd., has launched an integrated marketing campaign titled ‘Double Bharosa’ to highlight its refreshed identity. The campaign, featuring Indian cricket team captain Rohit Sharma and his spouse Ritika Sajdeh, emphasizes the dual promise of trust and reliability that comes with the integration of two trusted names in the financial services sector: Max Life and Axis.

This rebranding marks a major milestone in Axis Max Life’s evolution as the company now integrates ‘Axis’ into its corporate name, signaling a stronger presence and expanded growth ambitions. The refreshed brand identity, which includes a new logo incorporating Axis’s iconic ‘A’ and burgundy color, conveys a message of enhanced trust—capturing the essence of ‘Double Bharosa.’ The combination of blue, representing trust and responsibility, with the modern burgundy, symbolizes a forward-thinking approach to life insurance and financial services.

 

Prashant Tripathy, Managing Director and CEO of Axis Max Life Insurance, commented: “The refreshed identity represents more than just a name change—it is a bold step forward in our commitment to redefine the life insurance landscape in India. With Axis now part of our identity, we are poised to accelerate our growth, expand our distribution network, and offer digitally empowered services to reach more customers across the country.”

As part of its expansion strategy, Axis Max Life has significantly enhanced its proprietary channels, opening over 90 new offices in Tier-2 cities and beyond since FY24. The company has also expanded its distribution network, onboarding 41 new partners in FY24 and 20 more in H1 FY25, solidifying its position to deepen its reach and meet the financial security needs of millions of customers.