Max Life joins Axis to become Axis Max Life Insurance: Upholding the promise of double trust
Max Life Insurance is now known as Axis Max Life Insurance. The change includes adding “Axis” to its name and rebranding as Axis Max Life Insurance, marking an important step in its growth journey. By bringing together two trusted names in financial services, Axis Max Life plans to expand beyond major cities and the first tier, reach out to more customers and aim for long-term success.
The new identity of Axis Max Life Insurance includes a new logo featuring the iconic ‘A’ of Axis and the color burgundy. This change is based on extensive research with key stakeholders.
The primary color, blue, represents trust, responsibility, honesty, and calmness, while the addition of burgundy gives the brand a modern and unique feel.
The way “Axis” and “Max” are shown together in the new logo highlights the brand’s strong trust, which captures the spirit of “Double Bharosa” (enhanced trust).
Axis Max Life celebrates this milestone in its brand journey by launching a new marketing campaign called ‘Double Bharosa.’
The campaign features Indian cricket team captain Rohit Sharma and his wife, Ritika Sajdeh.
Prashant Tripathy, Managing Director and CEO of Axis Max Life Insurance said, “Our new identity is not just a name change—it’s a big step in our commitment to transform the life insurance industry.”
Rajiv Anand, Deputy Managing Director, Axis Bank and Chairman, Axis Max Life Insurance said, “The coming together of the Axis and Max products marks a new chapter in our long-standing partnership built on a common vision.”
