Latest news with #MaxLifeInsurance
Time of India
19-05-2025
- Business
- Time of India
ICS 2025: Communicating a corporate rebrand to stakeholders
Nearly five months ago, the insurance arm of Axis Bank and Max Life Insurance united to form Axis Max Life Insurance , a merger designed to harness the strengths of both entities to enhance customer trust and service quality. The unified brand identity embodies a promise of double protection and care, while maintaining operational independence and driving sustainable growth. At the India Communication Summit 2025, Rahul Talwar, EVP and CMO, Axis Max Life Insurance, delivered a compelling standalone address focused on communicating a corporate rebranding. Talwar opened the session with a historical overview of Max Life Insurance. He stated: 'Max Life Insurance had been a challenger brand for 24 years. We held a strong presence in urban and tier-one markets, and we continue to operate as an omnichannel brand with both proprietary channels and partnerships. Over the years, we've recognised that trust is paramount in this industry. To strengthen this trust, Max Life Insurance, before its brand refresh, focused on infusing emotion and proprietary value into its approach. We built our platform around a concept we call "bharosa", which served as our foundation. However, our opportunity lies in expanding into tier-two and tier-three markets, and for that, we needed to refresh our brand.' Comparing the brand refresh strategy to a cricket match, Talwar described how the brand returned to the fundamentals, symbolised by the first five letters of the alphabet: A, B, C, D, E. 'A stands for ambition, B for brand, C for our core focus, our customers, the heart of everything we do. D represents our distributors, as life insurance blends B2C and B2B dynamics. Finally, E signifies our employees, the torchbearers of our brand,' Talwar noted. As part of its expansion strategy, Max Life Insurance engaged with stakeholders and uncovered a key insight: 'Ek se bhale do' (two is better than one). Talwar elaborated, 'The essence of "Ek se bhale do" lies in our long-standing partnership with Axis Bank, our corporate distributor in the life insurance sector since 2010. In 2021, Axis Bank became a co-promoter, strengthening our joint venture under Max Financial . This partnership gave us access to the vast Axis franchise, a hidden asset we could leverage. During the brand refresh, the sentiment of "Ek se bhale do" resonated deeply with all our key stakeholders.' The tagline 'Bharosa, now doubled' resonates strongly with young families, encapsulating three key dimensions. First, in modern families, both parents now share the responsibility of nurturing and securing their loved ones, reflecting the values of shared duty in today's households. Secondly, 'double' signifies the powerful partnership between two trusted experts, Max Life Insurance and Axis Bank, combining their subject-matter expertise. Thirdly, the idea of 'double' is deeply woven into India's cultural fabric, visible in everyday traditions, such as the joy of sharing food, where two is always better than one. To unveil its brand refresh, Max Life Insurance, in partnership with Axis Bank, launched a dynamic 360-degree campaign, leveraging MarTech and strategic collaborations. On launch day, a partnership with Swiggy brought the campaign to life, with delivery riders embodying the iconic Jai-Veeru duo, riding bikes with flags showcasing the new brand identity. The campaign further amplified its reach through a vibrant influencer strategy, engaging audiences around the idea of 'double' to reinforce the refreshed brand narrative. 'To ensure our brand refresh resonated, we engaged our audience through focus groups and one-on-one discussions to gauge their understanding of the rebranding from Max Life to Axis Max Life Insurance. The response was positive. Pre- and post-campaign sentiment analysis across all stakeholder groups, consumers, customers, distributors and employees, revealed strong approval, and we achieved a 99% hit rate in reaching our target audience,' Talwar concluded.
Time of India
03-05-2025
- Time of India
Four men kill beggar in UP, withdraw Rs 15 lakh from his insurance policies
Representative Image MEERUT: It was an easy case to solve for the police when it happened months ago. A wheel-chair bound beggar, unable to dodge the accident in time, was hit by a passing car that killed him. Open and shut, as they say. And it was, too. Until an insurance firm suspected foul play 20 days ago. Daryab Singh, 38, it has now turned out, was murdered by four men who had craftily been able to pass it on as a hit-and-run to eventually withdraw lakhs from insurance policies they had managed to take out in his name using fraud. Now in police custody, the accused -- Hariom, his brother Vinod Kumar, Pankaj Raghav, a relationship associate at Max Life Insurance who was attached to a bank in Chandausi (Sambhal), and Pratap Kumar, a murder convict out on bail -- had not only eliminated an innocent beggar but successfully withdrawn Rs 10 lakh in his name. Another Rs 5 lakh, released under a govt accident scheme into the account of the dead man's wife, was also siphoned off without the latter's knowledge. Sambhal additional SP, Anukriti Sharma, told TOI on Friday: "Hariom, Vinod and Pratap executed the plan near a hotel in Chandausi in July 2024. After a scouting mission, they first got Daryab drunk. One of them then struck him with a hammer. Once he collapsed, another ran him over to make the death look like a road mishap. The accused stayed at the bloody site until they were sure Daryab was dead. Someone reported an accident at Chandausi thana." After the cremation, Raghav began preparing insurance claims. Daryab's brother Rajender Singh was manipulated into opening a bank account, with Raghav allegedly retaining access and forging consent for the policies. Rajender -- unaware of the true nature of the plan or his brother's violent death -- was misled into believing the money would come from govt welfare schemes.
Time of India
03-05-2025
- Time of India
4 men kill disabled beggar in Uttar Pradesh, fake accident to withdraw Rs 15 lakh from policies
Image generated using AI MEERUT: It was an easy case to solve for the police when it happened months ago. A wheel-chair bound beggar, unable to dodge the accident in time, was hit by a passing car that killed him. Open and shut, as they say. And it was, too. Until an insurance firm suspected foul play 20 days ago. Daryab Singh, 38, it has now turned out, was murdered by four men who had craftily been able to pass it on as a hit-and-run to eventually withdraw lakhs from insurance policies they had managed to take out in his name using fraud. Now in police custody, the accused - Hariom, his brother Vinod Kumar, Pankaj Raghav, a relationship associate at Max Life Insurance who was attached to a bank in Chandausi (Sambhal), and Pratap Kumar, a murder convict out on bail - had not only eliminated an innocent beggar but successfully withdrawn Rs 10 lakh in his name. Another Rs 5 lakh, released under a govt accident scheme into the account of the dead man's wife, was also siphoned off without the latter's knowledge. Accused got Daryab drunk, then struck him with hammer Sambhal additional SP, Anukriti Sharma, told TOI on Friday: 'Hariom, Vinod and Pratap executed the plan near a hotel in Chandausi in July 2024. After a scouting mission, they first got Daryab drunk. One of them then struck him with a hammer. Once he collapsed, another ran him over to make the death look like a road mishap. The accused stayed at the bloody site until they were sure Daryab was dead. Someone reported an accident at Chandausi thana.' After the cremation, Raghav began preparing insurance claims. Daryab's brother Rajender Singh was manipulated into opening a bank account, with Raghav allegedly retaining access and forging consent for the policies. Rajender -unaware of the true nature of the plan or his brother's violent death -was misled into believing the money would come from govt welfare schemes. Explaining how the case was reopened recently despite being closed by police in Dec last year, ASP Sharma said, 'An insurance firm flagged the Daryab case. Although a final closure report was already filed, we subsequently found several inconsistencies..." One major red flag? Everyone knew Daryab, financially weak, was wheelchair-bound and physically incapable of walking more than a few metres. How did he end up 27 km away from his village? Also, his wheelchair was missing from the "accident" scene. Another key question was the financial aspect. Barely surviving on alms, how was it possible for Daryab to purchase multiple policies and pay premiums? Moreover, while the beggar's brother was listed as the nominee, it was Raghav's phone number that appeared on the claim forms. "Finally, call detail records and bank documents helped us connect the dots and confirm the trickery," the ASP said, adding that an FIR was lodged against the four accused under BNS sections 103 (1) (murder), 238 (disappearance of evidence), 61 (2) (criminal conspiracy), 318 (4) (cheating and dishonesty), among others, on Thursday.
