Max Life Insurance Company has rebranded to Axis Max Life Insurance after receiving all necessary corporate and regulatory approvals. The brand has also launched an integrated marketing campaign titled ‘Double Bharosa’ to highlight its refreshed identity.
The campaign, featuring Indian cricket team captain Rohit Sharma and his spouse Ritika Sajdeh, emphasizes the dual promise of trust and reliability that comes with the integration of two trusted names in the financial services sector: Max Life and Axis.
This rebranding marks a major milestone in Axis Max Life’s evolution as the company now integrates ‘Axis’ into its corporate name, signaling a stronger presence and expanded growth ambitions. The refreshed brand identity, which includes a new logo incorporating Axis’s iconic ‘A’ and burgundy color, conveys a message of enhanced trust—capturing the essence of ‘Double Bharosa.’ The combination of blue, representing trust and responsibility, with the modern burgundy, symbolizes a forward-thinking approach to life insurance and financial services.
Prashant Tripathy, Managing Director and CEO of Axis Max Life Insurance said, “The refreshed identity represents more than just a name change—it is a bold step forward in our commitment to redefine the life insurance landscape in India. With Axis now part of our identity, we are poised to accelerate our growth, expand our distribution network, and offer digitally empowered services to reach more customers across the country.”
Rajiv Anand, Deputy Managing Director of Axis Bank and Chairman of Axis Max Life Insurance, said, “This rebranding reflects our shared vision to address India’s diverse financial needs and strengthens our commitment to a brighter future for millions of Indians. The collaboration between Axis and Max is more than just symbolic—it is about building deeper trust and expanding our impact across the country.”
