Max Life Insurance Company rebrands as Axis Max Life Insurance – CNBC TV18
Analjit Singh-promoted Max Financial Services Ltd (MFSL), a part of the Max Group, said on Friday (December 13) its material subsidiary Max Life Insurance Company Ltd has officially rebranded itself as Axis Max Life Insurance Ltd.
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This change follows the receipt of necessary corporate and regulatory approvals, including a fresh certificate of incorporation issued by the Registrar of Companies on December 12, 2024.
The move aligns with the company’s announcement on October 22, 2024, regarding the proposal to integrate the word ‘Axis’ into its corporate name and brand identity. The rebranding represents a significant milestone in the company’s evolution, underscoring its strengthened association with Axis Bank, a prominent partner in the insurance space.
Also Read: Max Life, SBI Life deny speculative reports on bancassurance regulatory caps
The refreshed brand identity is reflected in a new logo through the inclusion of Axis’ iconic ‘A’ and burgundy shade. The new brand identity, including the updated corporate name and logo, is the result of comprehensive marketing research with key stakeholders.
The predominant blue symbolises trust, responsibility, loyalty, and calmness while the burgundy reflects a distinctive character, modern appeal and forward-thinking approach. The visual integration of Axis and Max conveys enhanced trust in the brand, encapsulating the spirit of ‘Double Bharosa’ (enhanced trust), the company explained.
The ‘Double Bharosa’ campaign features its brand ambassador, Indian cricket team captain Rohit Sharma, and his spouse, Ritika Sajdeh.
Also Read: Axis Bank to acquire additional stake worth ₹336 crore in Max Life Insurance
As of H1FY25, Max Financial Services held 81% and Axis Bank held a 19.02% stake in Axis Max Life Insurance. Eventually, Axis Bank will hold 20% of Axis Max Life Insurance. Shares of Max Financial Services Ltd ended at ₹1,126.80 on the BSE on Friday, December 13.
(Edited by : Shoma Bhattacharjee)
