Max Life Insurance Company, has updated its name to include ‘Axis’ after receiving corporate and regulatory approvals. The company is now Axis Max Life Insurance and aims to grow beyond metro and tier 1 cities.

The new logo combines Axis’s ‘A’ with its burgundy colour, representing distinction, and Max Life’s blue, representing trust. The integration of “Axis” and “Max” in the logo represents the brand’s focus on trust and the concept of ‘Double Bharosa’.

The company launched the ‘Double Bharosa’ campaign with cricketer Rohit Sharma and his wife Ritika Sajdeh. The campaign shows the combined strengths of Axis and Max in delivering life insurance and financial services.

Prashant Tripathy, Managing Director and CEO of Axis Max Life Insurance, said the updated identity reflects the company’s plan to change the life insurance sector. He mentioned efforts to expand the distribution network, improve customer services, and adopt digital tools. The company aims to become one of the top three life insurers in India.

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Rajiv Anand, Deputy Managing Director of Axis Bank and Chairman of Axis Max Life Insurance, called the rebranding a new phase in the partnership between Axis and Max. He informed about the shared goal of meeting India’s financial needs and said this milestone strengthens their collaboration to provide better economic security for people across the country.