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Insurance
15-Dec-24
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Max Life rebrands to Axis Max Life Insurance with ‘Double Bharosa’ campaign
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Max Life Insurance Company Ltd has officially adopted its new corporate name and brand identity known as Axis Max Life Insurance Ltd.
The rebranding follows regulatory and corporate approvals, reflecting the addition of “Axis” in its name as part of its strategic alignment.
The significant move marks development in the company's evolution, as it aims to grow beyond metro and tier-1 cities.
The insurer has introduced a new logo incorporating the iconic “A” from Axis and its burgundy shade, combined with the traditional blue of Max Life. The new identity emphasizes the integration of “Axis” and “Max,” encapsulating the company’s “Double Bharosa” (enhanced trust) promise. To support the rebranding, the company has launched an integrated marketing campaign titled “Double Bharosa.”
“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. Our renewed identity embodies our firm promise to deliver exceptional value to all our stakeholders. 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,” said Prashant Tripathy, managing director and chief executive officer, Axis Max Life Insurance.
“The coming together of the Axis and Max brands marks a new chapter in our longstanding partnership built on shared vision. This change is not just symbolic but a reflection of our aspiration of addressing India’s diverse financial security needs. This milestone sets the stage for deeper collaboration as we work towards securing brighter future for millions across the country,” said Rajiv Anand, Deputy Managing Director, Axis Bank and Chairman, Axis Max Life Insurance.
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