Axis Max Life Insurance Ltd., formerly known as Max Life Insurance, has announced its rebranding to mark a new chapter in its evolution. The company, which has now integrated ‘Axis’ into its name following corporate and regulatory approvals, aims to broaden its reach beyond metros and tier-1 cities. This move is expected to accelerate the company’s long-term growth aspirations in the life insurance and financial services sectors.
The rebranding is highlighted by a refreshed logo, blending Axis’s iconic ‘A’ with a rich burgundy hue, symbolizing trust, modernity, and forward-thinking. The new identity reflects the company’s commitment to enhancing customer trust, encapsulated in the campaign slogan “Double Bharosa” (Double Trust). The campaign, featuring cricket captain Rohit Sharma and his wife Ritika Sajdeh, emphasizes the dual promise of trust and reliability in the insurance sector.
Prashant Tripathy, MD & CEO of Axis Max Life Insurance, highlighted the strategic expansion in Tier 2 cities and beyond, with over 90 new offices opened since FY24. This expansion, alongside partnerships with 41 new distributors, positions Axis Max Life to further penetrate high-potential markets, including Guwahati. In Guwahati, the rebranding is expected to strengthen the company’s presence, offering residents greater access to trusted financial products and services. Rajiv Anand, Deputy MD of Axis Bank, emphasized that the merger of the Axis and Max brands reflects their shared vision to address the diverse financial needs of millions of Indians, ensuring a brighter, more secure future for all.