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Axis Max Life Insurance Ltd. has officially rebranded, incorporating ‘Axis’ into its corporate name following regulatory approvals. Formerly known as Max Life Insurance, the company now stands as Axis Max Life Insurance, reflecting the collaboration of two trusted names in financial services.
This rebranding marks a significant milestone in the company’s evolution, as it aims to expand beyond metro and Tier 1 cities, unlocking new growth opportunities. The refreshed brand identity includes a new logo featuring the iconic 'A' from Axis and a distinctive burgundy hue, symbolising trust, modernity, and forward-thinking.
The rebranding is highlighted by the launch of a marketing campaign titled ‘Double Bharosa’ which stars Indian cricket team captain Rohit Sharma and his wife, Ritika Sajdeh. The campaign underscores the dual promise of trust and reliability, blending the strengths of Axis and Max Life in the life insurance sector.
Prashant Tripathy, Managing Director and CEO of 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. 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.”
Since FY24, Axis Max Life has expanded its reach with more than 90 new offices in Tier 2 cities, increasing its distribution network with 41 new partners in FY24 and 20 more in H1 FY25.
Rajiv Anand, Deputy Managing Director of Axis Bank and Chairman of Axis Max Life Insurance said,
“The coming together of the Axis and Max brands marks a new chapter in our longstanding partnership built on a shared vision. This milestone sets the stage for deeper collaboration as we work towards securing a brighter future for millions across the country.”
