Axis Max Life Insurance Limited has rolled out the next chapter of its flagship brand campaign, ‘Bharosa Tum Ho’, reinforcing trust as its emotional core while shifting the narrative towards individuals as the primary protectors of their families. Formerly known as Max Life Insurance Company Limited, the insurer said the refreshed campaign uses simple, human storytelling to portray brand ambassadors Rohit Sharma and Ritika Sajdeh as a relatable couple navigating shared life responsibilities, rather than as celebrities. The approach strengthens Axis Max Life’s positioning as a trusted partner across savings, protection and retirement solutions.
Rahul Talwar, Director and Chief Marketing Officer, said trust is built through action, highlighting the company’s claims settlement performance in a post-GST environment where protection has become a core financial priority. He added that the campaign now evolves from reassurance to personal responsibility with the inclusion of South Indian actor Allu Sirish, bringing together cricket and cinema to make conversations around protection more culturally resonant.
The campaign is anchored by two films—one depicting the emotional journey of welcoming a child and redefining modern fatherhood, and another blending sport and cinema in an entertaining narrative around financial protection. A seven-week integrated media outreach is being rolled out across television, digital platforms and social media during the January–March quarter to boost brand recall across customer life stages. Axis Max Life is a joint venture between Max Financial Services Limited and Axis Bank Limited, and reported a gross written premium of ₹33,223 crore in FY2024–25.