Campaign Launch
On August 6, 2026, Axis Max Life Insurance Limited announced the launch of a new retirement‑focused marketing initiative under its ‘Bharosa Tum Ho’ brand. The campaign is anchored by a film that features Indian cricket star Rohit Sharma and model‑actress Ritika Sajdeh, portraying an everyday couple discussing their future plans.
Campaign Narrative and Objectives
The film emphasizes that retirement should be viewed as a “second innings” rather than an endpoint, encouraging Indians to pursue long‑deferred dreams once they have secured a guaranteed lifelong income through structured planning. Axis Max Life positions its pension‑plan products as the financial foundation that can deliver such guaranteed payouts, thereby providing the financial freedom needed to achieve post‑career aspirations.
Executive Commentary
Rahul Talwar, Chief Marketing Officer of Axis Max Life, stated that many Indians focus solely on basic financial security when planning for retirement, often overlooking personal aspirations. He added that the campaign aims to inspire people to see retirement as a beginning filled with possibilities, and that Rohit Sharma and Ritika Sajdeh were chosen because their chemistry embodies trust and partnership, reinforcing the message that a guaranteed lifelong income can enable dream‑pursuit without worry.
Company Background and Ownership
Axis Max Life Insurance Limited, formerly Max Life Insurance Company Limited, operates as a subsidiary of Max Financial Services Limited. Axis Bank Limited and its affiliates also hold shareholdings in the company. The insurer offers a range of protection and long‑term savings solutions through multi‑channel distribution, including agency and third‑party partners, and follows a need‑based sales process with a customer‑centric engagement model.
Financial Highlights
According to audited financial statements for the fiscal year 2025‑26, Axis Max Life recorded a gross written premium of INR 38,877 crore, reflecting its substantial market presence in the life‑insurance sector.
Regulatory Information
The company is registered with the Insurance Regulatory and Development Authority of India (IRDAI) under Registration No. 104 and holds Company Identification Number U74899HR2000PLC143012.
Campaign Access
The campaign video is publicly available at https://www.youtube.com/watch?v=B4RwmyMOJoo.
Disclaimer
The press release is provided under an arrangement with NRDPL. PTI assumes no editorial responsibility for the content.