Axis Max Life Insurance unveiled a new protection campaign under its ‘Bharosa Tum Ho’ brand narrative. The campaign introduces South Indian actor Allu Sirish alongside the Company’s brand ambassadors Rohit Sharma and Ritika Sajdeh in a narrative centered on trust and family protection. Sirish’s introduction to the Axis Max Life brand broadens the campaign’s relativity with new-generation audiences and strengthens connections across Southern India’s markets.
In the protection-focused film, the narrative addresses unspoken conversations around life’s uncertainties with light-hearted humour. Sirish appears as a friend in the setting of Rohit and Ritika’s household, sharing shoot stories that have Ritika interested and Rohit trying to regain attention. A comment by Rohit about on-set protection shifts the moment, making Ritika uneasy. Rohit responds by saying that while one bouncer can end a game, he relies on his hook-and-pull skills to stay in control.
The film presents Rohit as a grounded and relatable person who is affectionate and protective. He draws a parallel with the entertainment world, where retakes are possible, while in cricket and real life there are no second takes, and families need the protection that a term life plan can offer. The message: when life throws its bouncers, ensure your family has cover.
Rahul Talwar, Director and Chief Marketing Officer, Axis Max Life, said, “The introduction of Allu Sirish into our ‘Bharosa Tum Ho’ protection narrative helps us build deeper, more authentic connections with a new generation of consumers. As we mark the one-year milestone of our brand refresh, this new campaign addresses life’s uncertainties with warmth and lightness, while celebrating the breadwinner who views life insurance as a meaningful and long-term commitment rather than a burden. Through this campaign, we aim to build enduring relationships across emerging markets, bringing together trust and protection in a narrative that feels reassuring, human, and present when it matters most.”
