Axis Max Life Insurance launches a new campaign featuring Rohit Sharma and Ritika Sajdeh to reposition retirement planning as an empowering phase for personal ambitions, encouraging earlier and structured pension investments.
Axis Max Life Insurance has introduced a retirement campaign built around the idea that the end of a career can also mark the start of something new. The latest film in its “Bharosa Tum Ho” platform features brand ambassadors Rohit Sharma and Ritika Sajdeh in a domestic setting, using their conversation about the future to frame retirement as a phase for postponed ambitions rather than withdrawal from working life.
The insurer says the campaign is designed to push Indians towards earlier and more structured retirement planning through its pension plans, which it says can provide guaranteed lifelong income. Rahul Talwar, chief marketing officer at Axis Max Life, said many people focus on basic financial security when they think about retirement, while overlooking personal goals and long-held aspirations. He said the new film uses the couple’s chemistry to show how dependable income can create room for those ambitions.
The retirement push extends a broader brand strategy built around trust, responsibility and long-term preparedness. Axis Max Life announced Sharma and Sajdeh as brand ambassadors in September 2022, and later used the pair in savings and protection campaigns that centred on everyday family moments. More recently, the company has continued to broaden the “Bharosa Tum Ho” platform across protection and personal responsibility, signalling that retirement is now the latest pillar in a campaign designed to cover the full financial lifecycle.
For the insurer, the new film also reflects a familiar marketing choice: using well-known faces to make a technical financial product feel more relatable. By presenting retirement as a “second innings”, the campaign seeks to recast pension planning as a route to independence and personal fulfilment, rather than a purely defensive measure.
Disclaimer: This article is intended to inform and educate, not to recommend or endorse any financial product, investment or strategy. Please consider your own financial circumstances and seek professional advice where appropriate before making financial decisions.
