Axis Max Life Insurance (formerly Max Life Insurance Company Limited) has expanded its flagship ‘Bharosa Tum Ho’ brand narrative with a new protection campaign featuring South Indian actor Allu Sirish, joining brand ambassadors Rohit Sharma and Ritika Sajdeh. Sirish’s entry strengthens the brand’s connect with younger consumers and deepens its presence across key Southern markets.
Video: https://www.youtube.com/watch?v=rZ9fDjWivd4
Rahul Talwar, Director & CMO, Axis Max Life, said the addition of Sirish builds “deeper, more authentic connections” with the next generation of customers. Marking one year since the company’s brand refresh, Talwar added that the campaign brings together trust, protection and emotional resonance-portraying life insurance not as a burden, but as a thoughtful, long-term commitment.
The new film explores life’s unspoken uncertainties with humour and warmth. Set in the familiar, cosy world of the Sharma–Sajdeh household, Sirish appears as a friend sharing entertaining on-set stories that captivate Ritika and leave Rohit trying to reclaim attention. A lighthearted remark from Rohit about “on-set protection” shifts the tone, prompting him-true to his style-to underline the importance of staying prepared, much like facing a bouncer with confidence and control.
The film also humanises Rohit Sharma, presenting him as a caring, grounded family man rather than a cricketing icon. Drawing a contrast with entertainment-where retakes are possible-the narrative highlights how cricket and real life offer no second chances. A term plan, therefore, becomes essential to safeguard one’s family when life delivers its unexpected bouncers.
The campaign reinforces a simple, powerful message: When life turns unpredictable, make sure your family is protected.
