Axis Max Life Partners with Influencers for 'Double Bharosa' Campaign Launch

Axis Max Life Insurance, previously known as Max Life Insurance Company, has introduced the Double Bharosa campaign to promote awareness of life insurance products. The campaign centers around the theme of "double," featuring influencers in dual roles to represent how life insurance plays a crucial role in ensuring a secure future. Influencers from diverse fields such as food, finance, and poetry, including Shivesh Bhatia, Yahya Bootwala, and Ujjawal Pahwa, are part of this initiative.

The campaign leverages real-life analogies and tailors content to match the influencers' formats, boosting audience engagement. This strategy allows it to reach a broader audience while preserving authenticity.

Commenting on the campaign, Rahul Talwar, executive vice president and chief marketing officer, Axis Max Life Insurance, said, “At Axis Max Life Insurance we're constantly working to simplify products and processes, building trust with our customers and making life insurance accessible to all. Our latest step in that direction is the new influencer-backed social media campaign that uses creative storytelling and meaningful collaborations to address hesitations that individuals harbour when it comes to purchasing life insurance. This digital campaign is rooted in our brand narrative of delivering ‘Double Bharosa’ to our customers; enabling them to understand their options better and make more confident choices, and ultimately allowing them to focus on what truly matters – the protection of their loved ones.”

Axis Max Life has teamed up with Radio Mirchi to broaden its outreach. Radio Mirchi's RJs will share content on the station’s social media platforms to build trust. This collaboration with Axis Bank enhances their credibility in both life insurance and banking, providing customers with additional reassurance and reinforcing the "Double Bharosa" message.

The campaign aims to engage audiences aged 18-45 in Tier 1 and Tier 2 cities, tackling concerns like hesitations in selecting life insurance due to doubts about reliability and value.