Axis Max Life's 'Bharosa Tum Ho' campaign features Allu Sirish along with Rohit and Ritika

The campaign is around those awkward talks we all try to avoid about life in a lighter tone.

Axis Max Life Insurance Limited, previously Max Life Insurance Company Limited, has started a new protection campaign as part of its ‘Bharosa Tum Ho’ brand story. The campaign features South Indian actor Allu Sirish with the Company’s brand ambassadors, Rohit Sharma and Ritika Sajdeh, in a story about trust and family protection. Sirish's inclusion in the Axis Max Life Brand enhances the campaign's relevance to newer audiences and strengthens ties in South Indian markets.

In the protection-focused film of the campaign, the story addresses life's uncertainties with light humor. Sirish is shown as a friend in Rohit and Ritika's home, sharing stories from shoots which fascinate Ritika but make Rohit want attention. He was presented as a caring and protective person. When he jokes about on-set protection, Ritika becomes uneasy. He then says that though one bouncer can end a game, he is always ready to keep things under control.

It makes a comparison to the entertainment world, where mistakes can be fixed. But in cricket and life, you don't get another chance, so families need protection like a term life plan. The message is that when life is hard, a term life plan can provide that safety for your family.

Rahul Talwar, Director and Chief Marketing Officer at Axis Max Life, stated: “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.”

Key Takeaways from the campaign

1. Wider appeal
Allu Sirish, a South Indian actor, is presented as a friendly character. His presence should add humor to serious talks concerning life insurance. The goal is to relate to younger viewers and reach more people in Southern India.

2. Max Life's Commitment
This campaign shows the company is dedicated to supporting its customers in tough times, by giving complete answers to their financial security questions.

3. Trust is the foundation
The main idea is that trust is the base for everything, from movies to cricket to our personal lives.