Axis Max Life Insurance, once known as Max Life Insurance Company, has announced the addition of ‘Axis’ to its corporate name following corporate and regulatory clearances. The firm has also released the ‘Double Bharosa’ campaign, which features the captain of the men’s Indian cricket team, Rohit Sharma, and his wife, Ritika Sajdeh.
The campaign shows Max Life and Axis’ combined capabilities in offering trust and dependability in life insurance and financial services.
The firm has been relaunched as Axis Max Life Insurance, indicating its commitment to driving long-term growth by extending outside metros and tier 1 cities.
The revised company identity includes a new logo with Axis’s ‘A’ and burgundy colour. The colour blue denotes trust and responsibility, while burgundy adds modernism and distinctiveness. The use of “Axis” and “Max” in the logo emphasises the brand’s emphasis on trust and the notion of Double Bharosa.
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.”
Rajiv Anand, Deputy Managing Director, Axis Bank and Chairman, Axis Max Life Insurance, said, “The coming together of the Axis and Max brands marks a new chapter in our longstanding partnership built on shared vision. This change is not just symbolic but a reflection of our aspiration of addressing India’s diverse financial security needs. This milestone sets the stage for deeper collaboration as we work towards securing a brighter future for millions across the country.”