Axis Max Life Insurance Ltd., formerly known as Max Life Insurance, has officially unveiled its rebrand, marking a significant step forward in its growth strategy. With the inclusion of ‘Axis’ in its corporate name, the company aims to enhance its presence in the life insurance and financial services sectors.
The rebranding introduces a fresh logo, combining Axis’s iconic ‘A’ with a modern burgundy hue, symbolizing trust, responsibility, and forward-thinking. The new identity reflects the company’s promise of “Double Bharosa” (Double Trust), emphasized through an integrated marketing campaign featuring cricket captain Rohit Sharma and his wife Ritika Sajdeh.
Prashant Tripathy, MD & CEO of Axis Max Life, noted that the rebrand aligns with the company’s vision to expand beyond metros and tier-1 cities, including significant strides in Tier 2 cities. Guwahati is set to benefit from Axis Max Life’s increased reach and enhanced customer engagement. The company’s recent expansion, with over 90 new offices and 41 new distribution partners, is expected to strengthen its foothold in the region, offering residents greater access to trusted financial solutions. Rajiv Anand, Deputy MD of Axis Bank, emphasized that this rebrand represents a deeper collaboration aimed at securing a brighter financial future for millions across India.
