Axis Max Life Revives 'Bharosa Tum Ho' With Rohit Sharma

Axis Max Life Insurance has rolled out the renewed phase of its long-running brand campaign, Bharosa Tum Ho, reinforcing the themes of trust and personal responsibility in financial protection.

The latest iteration builds on the campaign’s earlier equity while shifting the narrative toward the individual’s role in securing their family future through informed and timely life insurance decisions.

The campaign once again features brand ambassadors Rohit Sharma and Ritika Sajdeh, presented as a modern couple dealing with everyday life moments rather than aspirational symbolism.

The storytelling focuses on shared responsibility, positioning life insurance as an active choice rooted in care, accountability, and long-term planning rather than a distant financial product. The renewed brand campaign aims to strengthen emotional relevance while maintaining clarity around protection-led decision-making.

• Axis Max Life revives Bharosa Tum Ho campaign with Rohit Sharma
• New Axis Max Life campaign highlights trust and personal responsibility in insurance
• Rohit Sharma fronts Axis Max Life push on family financial protection

Speaking on the campaign, Rahul Talwar, Director and Chief Marketing Officer at Axis Max Life, said 

Rahul Talwar, Director & Chief Marketing Officer, Axis Max Life, said, “At Axis Max Life, Trust is earned through action, starting with our consistent commitment to honouring claims and protecting families when they need us most. In a post-GST landscape where protection is a core financial priority, our superior claims settlement ratio is the ultimate validation of the 'Bharosa' we offer. We are now evolving this narrative from reassurance to personal responsibility by welcoming Allu Sirish into our Rohit-Ritika universe. This vibrant convergence of Cinema and Cricket within our refreshed ‘Bharosa Tum Ho’ brand campaign makes conversations around protection more life-stage relevant, and culturally resonant. With this campaign, our objective remains clear: to make protection relatable and rooted in trust that is proven, not promised.”

A key addition is Allu Sirish, whose presence is intended to deepen regional resonance, especially in southern markets. His inclusion blends sport and cinema, expanding the campaign’s reach across diverse consumer segments.

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The communication includes two films—one centred on parenthood and responsibility, and another combining cricket and cinema narratives. The campaign is being deployed through an integrated media mix across television, digital, and social platforms. Timed for the January–March quarter, it seeks to reinforce Axis Max Life’s role as a dependable, long-term insurance partner.