Axis Max Life Insurance Ltd. formerly known as Max Life Insurance Company Ltd.(“Axis Max Life”/ “Company”), has announced the inclusion of ‘Axis’ in its corporate name following the Corporate & Regulatory approvals. Additionally, the Company has been
rebranded to Axis Max Life Insurance, marking a pivotal milestone in its brand evolution. The integration of two trusted names in the financial services sector will empower the Company to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities.
Axis Max Life marks this significant milestone in its brand journey with the launch of an integrated marketing campaign ‘Double Bharosa’ featuring its brand ambassador, Indian cricket team captain Rohit Sharma, and his spouse, Ritika Sajdeh. The campaign emphasizes the dual promise of trust and reliability, showcasing the combined strengths of Max Life and Axis in the life insurance and financial services industries, offering customers enhanced assurance and protection.
Prashant Tripathy, Managing Director and Chief Executive Officer, Axis Max Life Insurance said, “The refreshed identity represents more than a change in our brand name—it is a bold step forward in our commitment to redefine the life insurance landscape. Our renewed identity embodies our firm promise to deliver exceptional value to all our stakeholders. With Axis now an integral part of our identity, we are well-positioned to capitalize on new opportunities and accelerate our growth by expanding our distribution network, enhancing customer touchpoints, and delivering digitally empowered services. Together, we are confident in achieving our vision of ranking among the top three life insurers in India.”