Axis Max Life unveils new identity; with Swiggy tie-up & print campaign

Axis Max Life Insurance Ltd., formerly known as Max Life Insurance Company Ltd., marks a significant milestone in its brand evolution with the launch of its refreshed identity. 

To commemorate this rebranding and the spirit of “Double Bharosa” (enhanced trust), Axis Max Life has collaborated with Swiggy to create a unique experience for its users across top 10 metro cities. On this day, Swiggy’s delivery executive icon on its app will undergo a special transformation. Instead of the usual animated person on a bike, users will see two animated delivery executives—one in a blue t-shirt and the other in a burgundy t-shirt—symbolizing the combined strengths of Axis Max Life’s refreshed brand identity. The two characters will carry a banner prominently featuring the Axis Max Life logo, embodying the dual promise of trust and reliability.

Axis Max Life has also launched a print campaign featuring a front page ad with a QR code that brings its refreshed brand identity to life. When scanned, the QR code offers an immersive 3D experience, showcasing the brand’s logo transition using the newspaper as a canvas. This innovative integration of print and digital media highlights the brand’s evolution while reinforcing the core message of Double Bharosa.