Axis Max Life Insurance Ltd., formerly known as Max Life Insurance Company Ltd., has officially adopted its new corporate name and brand identity. The rebranding follows regulatory and corporate approvals, reflecting the inclusion of “Axis” in its name as part of its strategic alignment. The move marks a significant development in the company’s evolution, aimed at achieving growth beyond metro and tier-1 cities.
The company has introduced a new logo incorporating the iconic “A” from Axis and its burgundy shade, combined with the traditional blue of Max Life. The design and color scheme were finalized after conducting market research with stakeholders. The blue represents trust and stability, while the burgundy adds a modern and forward-looking touch. The refreshed identity emphasizes the integration of “Axis” and “Max,” encapsulating the company’s “Double Bharosa” (enhanced trust) promise.
“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,” Prashant Tripathy, managing director and chief executive officer, Axis Max Life Insurance said.
To support the rebranding, Axis Max Life has launched an integrated marketing campaign titled “Double Bharosa.” The campaign features Indian cricket team captain Rohit Sharma and his spouse, Ritika Sajdeh, as brand ambassadors. The initiative highlights the combined strengths of Axis and Max in life insurance and financial services, focusing on providing enhanced assurance and protection for customers.
The company views the rebranding as a foundation for long-term growth and expanded reach into new geographies.
“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,” Rajiv Anand, Deputy Managing Director, Axis Bank and Chairman, Axis Max Life Insurance said.