CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: Axis Max Life Insurance Ltd. formerly known as Max Life Insurance Company Ltd. (“Axis Max Life”/ “Company”), has announced the inclusion of ‘Axis’ in its corporate name following the Corporate & Regulatory approvals. Additionally, the Company has been rebranded to Axis Max Life Insurance, marking a pivotal milestone in its brand evolution. The integration of two trusted names in the financial services sector will empower the Company to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities.
The refreshed brand identity is reflected in a new logo through the inclusion of Axis’s iconic ‘A’ and burgundy shade. The refreshed brand identity, including the new corporate name and logo, is the result of comprehensive marketing research with key stakeholders. The predominant Blue symbolizes trust, responsibility, loyalty, and calmness while the incorporation of Burgundy reflects a distinctive character, modern appeal and forward-thinking approach. Furthermore, the visual integration of “Axis” and “Max” in the refreshed brand identity conveys enhanced trust in the brand, encapsulating the spirit of Double Bharosa (enhanced trust).
Axis Max Life marks this significant milestone in its brand journey with the launch of an integrated marketing campaign ‘Double Bharosa’ featuring its brand ambassador, Indian cricket team captain Rohit Sharma, and his spouse, Ritika Sajdeh. The campaign emphasizes the dual promise of trust and reliability, showcasing the combined strengths of Max Life and Axis in the life insurance and financial services industries, offering customers enhanced assurance and protection
