Axis Max Life Launches Insurance Awareness Drive across 50 villages in Uttar Pradesh under State Insurance Plan
Initiative to reach 30,000 people in Unnao and Baghpat under IRDAI’s State Insurance Plan
Lucknow, July 18, 2025: Axis Max Life Insurance Limited (“Axis Max Life”), formerly known as Max Life Insurance Company Limited, has rolled out a large-scale rural activation campaign in Uttar Pradesh to enhance life insurance awareness across 50 villages in the districts of Unnao and Baghpat. The initiative, part of the ‘Bharosa Talks – India Protection Quotient 7.0 Rural Edition,’ aligns with Axis Max Life’s mandate as the lead insurer for the state under the IRDAI’s State Insurance Plan. It aims to reach around 30,000 individuals through hyperlocal community engagements.
The campaign was officially flagged off in Lucknow by Shri Sameer Verma (IAS), Special Secretary, Department of Finance, Government of Uttar Pradesh, alongside Udbhav Gupta, Executive Vice President & Head – Growth Verticals, Protection & Health, Axis Max Life. The event also saw the participation of Shri Sanjay Singh, Assistant Director, Directorate of Institutional Finance, Government of Uttar Pradesh, along with key members of Axis Max Life’s State Insurance Plan team, including Tariq Malhotra, Corporate Vice President & Head – Rural, Sumit Satyen, Vice President & Head – SIP, and Anuj Singh.
The on-ground outreach will engage farmers, villagers, and local influencers through culturally rooted interventions like nukkad nataks (street plays), storytelling sessions, and community baithaks (meetings). Village pradhans, teachers, doctors, and self-help group (SHG) members will act as catalysts to amplify awareness and trust within the rural ecosystem.
Commenting on the initiative, Sumit Madan, Chief Distribution Officer, Axis Max Life, said:
“Bharosa Talks is a research-enabled thought leadership platform designed to spark meaningful conversations on financial preparedness. The IPQ 7.0 Rural Edition highlights that rural India holds immense potential for life insurance, but challenges like trust and accessibility persist. Through this awareness drive, we are taking these insights directly to the communities, speaking their language, and addressing their needs. Such grassroots efforts are vital in achieving IRDAI’s vision of ‘Insurance for All by 2047.’”
The daily activity plan will include morning and midday sessions for general village audiences, with special focus on women and SHG members, followed by evening engagements at local markets and mandis. A key highlight is the ‘Spin the Wheel’ interactive game, which helps participants understand the importance of insurance at different life stages while calculating their Human Life Value (HLV) in real time.
Leads generated from these community mobilizations will be serviced through Axis Max Life’s ‘Aarohan’ channel, dedicated to emerging customer segments in rural and semi-urban India.
About Axis Max Life Insurance Limited
Axis Max Life Insurance Limited, formerly Max Life Insurance Company Ltd., is a joint venture between Max Financial Services Limited (MFSL) and Axis Bank Limited. It offers comprehensive protection and long-term savings solutions through a multi-channel distribution network comprising agency and third-party partners. With over two decades of expertise, Axis Max Life focuses on a need-based sales approach, customer-centric service delivery, and robust human capital development. For FY2024–25, the company reported a gross written premium of INR 33,223 crore.
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