New Delhi : Axis Max Life Insurance Limited (“Axis Max Life” / “Company”), formerly known as Max Life Insurance
Company Limited, has unveiled an exciting new chapter of its flagship brand
campaign, ‘Bharosa Tum Ho’. The campaign centres on ‘Trust’ as its
emotional anchor, while evolving the narrative to spotlight the individual’s
role as the primary protector of their family.
Through simple, human
storytelling, the campaign portrays brand ambassadors Rohit Sharma and
Ritika Sajdeh not as celebrities, but as a relatable couple navigating
life’s shared responsibilities. This reinforces Axis Max Life’s positioning as
a trusted partner across Savings, Protection, and Retirement categories.
Rahul Talwar, Director &
Chief Marketing Officer, Axis Max Life, said, “At Axis Max Life, Trust is earned through
action, starting with our consistent commitment to honouring claims and
protecting families when they need us most. In a post-GST landscape where
protection is a core financial priority, our superior claims settlement ratio
is the ultimate validation of the ‘Bharosa’ we offer. We are now evolving this
narrative from reassurance to personal responsibility by welcoming Allu Sirish
into our Rohit-Ritika universe. This vibrant convergence of Cinema and Cricket
within our refreshed ‘Bharosa Tum Ho’ brand campaign makes conversations around
protection more life-stage relevant, and culturally resonant. With this
campaign, our objective remains clear: to make protection relatable and rooted
in trust that is proven, not promised.”
The campaign is anchored by two
affable films that capture the essence of protection from different angles. The
first thematic film delves into an intimate, real-life context and captures the
raw, emotional journey of welcoming a baby, positioning Rohit Sharma as the
new-age father. Moving beyond the traditional role of a ‘provider,’ Rohit
represents the selfless caregiver who is as much an equal contributor and
nurturer as he is a cricketer. This film highlights the father’s role, which is
rooted in empathy, presence, and a deeper commitment to the child’s future.
The second film brings together a
rare cultural intersection of India’s biggest passions – Cricket and
Cinema. The campaign introduces South Indian actor Allu
Sirish alongside Rohit and Ritika in an entertaining
narrative that bridges the world of cricket with the vibrant flair of the film
industry. Building a meaningful dialogue around financial protection through
the charisma of three of India’s most loved personalities, the collaboration
creates a palpable magic and bonhomie unseen before.
The seven-week media outreach
deploys a high-impact, integrated media mix across Linear Television
(News, General entertainment channels, and regional channels), YouTube, and
Meta. Launching during the high-buzz January – March (JFM)
quarter, the campaign aims to enhance brand recall and strengthen Axis Max
Life’s position as a trusted partner across all customer life stages.
Watch Axis Max Life’s latest
brand film here: https://youtu.be/E7UTylMPgy8
About Axis Max Life Insurance
Limited (https://www.axismaxlife.com)
Axis Max Life Insurance Limited,
formerly known as Max Life Insurance Company Limited, is a joint venture
between Max Financial Services Limited (“MFSL”) and Axis Bank Limited. Axis Max
Life Insurance offers comprehensive protection and long-term savings life
insurance solutions through its multi-channel distribution, including agency
and third-party distribution partners. It has built its operations over two
decades through a need-based sales process, a customer-centric approach to
engagement and service delivery and trained human capital. As per annual
audited financials for FY2024-25, Axis Max Life Insurance has achieved a gross
written premium of INR 33,223 Cr.
IRDAI Registration. No –
104
Company Information Number –
U74899PB2000PLC045626
