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. The visual integration of “Axis” and “Max” in the refreshed brand identity conveys enhanced trust in the brand, encapsulating the spirit of Double Bharosa (enhanced trust).
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. Campaign link: https://youtu.be/jTdjohkRzS0. Prashant Tripathy, Managing Director and Chief Executive Officer, Axis Max Life Insurance, said, “Our renewed identity embodies our firm promise to deliver exceptional value to all our stakeholders.” 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.”
