Axis Max Life Rebrands, Launches 'Double Bharosa' Campaign for Growth

Axis Max Life Insurance, formerly known as Max Life Insurance Company, has officially rebranded following corporate and regulatory approvals, incorporating "Axis" into its corporate identity. The updated name, Axis Max Life Insurance, underscores the company's strategy to expand its presence beyond metros and tier 1 cities, driving long-term growth.

The refreshed brand identity introduces a new logo, blending Axis's 'A' and its signature burgundy shade with Max Life's blue, symbolizing trust, responsibility, modernity, and distinction. The integration reflects the brand's emphasis on Double Bharosa (double trust), showcasing the synergy between Axis and Max.

To support its rebranding, Axis Max Life has launched the ‘Double Bharosa’ campaign featuring cricket icon Rohit Sharma and Ritika Sajdeh. The campaign highlights the combined strengths of Max Life and Axis Bank in offering trustworthy life insurance and financial services.

Prashant Tripathy, Managing Director and CEO of Axis Max Life Insurance, emphasized that the refreshed identity is more than a name change. “This bold step reaffirms our commitment to redefine the life insurance landscape by delivering exceptional value to stakeholders. Integrating Axis into our identity positions us to seize new opportunities, expand our distribution network, and provide digitally enhanced services, aligning with our vision of becoming one of India’s top three life insurers.”

Rajiv Anand, Deputy Managing Director of Axis Bank and Chairman of Axis Max Life Insurance, described the rebranding as a milestone in the longstanding partnership between Axis and Max. “This change reflects our shared aspiration to address India’s diverse financial security needs. It marks the beginning of deeper collaboration to build a secure future for millions across the country.”