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. This 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 metro and tier-1 cities, reaching more customers and aiming for long-term success.

The new brand identity of Axis Max Life Insurance includes a fresh logo that combines Axis’s iconic ‘A’ and a burgundy color. This change is based on thorough research with key stakeholders.

The main color, blue, represents trust, responsibility, loyalty, 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 stronger trust in the brand, capturing the spirit of “Double Bharosa” (enhanced trust).

Axis Max Life celebrates this important step in its brand journey with the launch of 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 brand identity is not just about 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, of Axis Max Life Insurance said, “The coming together of the Axis and Max brands marks a new chapter in our longstanding partnership built on shared vision.”