Axis Max Life Unveils Next Phase of ‘Bharosa Tum Ho’ Brand Campaign
Chennai: Axis Max Life Insurance Limited has launched the next phase of its flagship brand campaign, ‘Bharosa Tum Ho’, reinforcing trust as the core theme while shifting the narrative towards individual responsibility in safeguarding family well-being.
The refreshed campaign highlights everyday individuals as the primary protectors of their families, using simple, relatable storytelling. Brand ambassadors Rohit Sharma and Ritika Sajdeh are portrayed as a contemporary couple navigating shared responsibilities, positioning Axis Max Life as a trusted partner across protection, savings and retirement solutions.
According to Rahul Talwar, Director and Chief Marketing Officer, Axis Max Life, trust is built through consistent action, particularly through timely claims settlement and long-term customer support. He said the campaign evolves the brand’s messaging from reassurance to responsibility, making conversations around financial protection more relevant to different life stages.
The campaign features two films. The first focuses on parenthood, depicting Rohit Sharma as a modern, engaged father and emphasising the emotional and protective aspects of securing a child’s future. The second film brings together cricket and cinema by featuring actor Allu Sirish alongside Rohit Sharma and Ritika Sajdeh, using a lighter narrative to engage audiences on the importance of financial protection.
The seven-week campaign will be rolled out across television, digital platforms including YouTube and Meta, and regional channels. Launched during the January–March quarter, the initiative aims to strengthen brand recall and reinforce Axis Max Life’s positioning as a trusted life insurance partner across customer life stages.
