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Bharti AXA Life

Bharti AXA Life

Bharti AXA Life is a life Insurance player that was started in 2006. It brings together strong financial expertise of the Paris-headquartered AXA Group and Bharti Enterprises - one of India's leading business groups with interests in telecom, agricultural business, financial services, and retail. The joint venture has a 74% stake from Bharti and 26% stake from AXA .The company launched national operations in December 2006. Today, Bharti AXA Life has a national footprint of distributors trained to provide quality financial advice and insurance solutions to the large Indian customer base.

Bharti AXA Life offers a range of innovative products and services that cater to specific insurance and wealth management needs of customers

Our Brand

Our Brand

In this cluttered marketplace, it can get confusing for the consumers to choose the brand they would like to associate with. The driving motivation for our consumers today is performance through real delivery specially in the key areas of products and services. Keeping this in mind, we have adopted the "Strategy of Proof" framework. The strategy of proof is a concept that focuses on implementation of real and rational benefits that the consumer expects. This Strategy of Proof is driven by tangible proof-points.

What is a proof?
A proof is a solution that:

  • Answers a customer expectation,
  • Is differentiated from competition,
  • Is tangible and communicable.

Building the strategy of proof requires collecting and understanding customer insights at every level of consumer engagement and providing solutions in form of proof-points.

Through this brand positioning, Bharti AXA Life differentiates itself from the clutter by questioning the norms within the category. Within the strategy of proof framework we launched the new brand signature "jeevan suraksha ka naya nazariya" (Redefining Life Insurance). We believed that it reflected the essence of the brand and answers the consumer expectation.

The brand signature helps us present ourselves as a differentiated brand that gives genuine commitment and demonstrates to customers that it does what is the best for the customers.

Strategy of Proof Campaigns

48 Hours Fund Release Campaign
The Proof:
Bharti AXA Life guarantees the payment of the fund value in 48 hours post claim intimation, else we bear pay an additional interest of 1% of fund value for every day of delay

The Campaign Thought:
Why should your loved ones wait endlessly to claim what is rightfully theirs?
Bharti AXA Life provides Guaranteed Release of Fund Value within 48 hours of claim intimation

Dedicated Claims Handler Campaign
The Proof:
Bharti AXA Life provides a dedicated claims handler that will help the claimant at all stages of the claims process

The Campaign Thought:
Why should you or your family go from pillar to post alone in their time of distress?
Bharti AXA Life provides a dedicated claims handler that will assist the claimant throughout the claims process and update him at each milestone.

Secure Savings Campaign
The Proof:
Bharti AXA Life provides a Guaranteed Money Back Plan with dual benefit of protection and lump sum returns that are tax free

The Campaign Thought:
Why should uncertain insurance returns come in the way of your dreams?
Bharti AXA Life Secure Savings Plan is a guaranteed plan that offers dual benefit of protection and lump sum returns that are tax free.

Core Attitudes

Core Attitudes

These are the three attitudes that clients most expect from an insurance and financial services company in exchange for their vote of confidence. These three attitudes stood out from the others in the consumer research we conducted across markets, regardless of their level of maturity.

They are at the heart of our actions and our commitments to clients.

attentive, reliable, available

eprotect products

Keeping your loved ones safe and protected



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Insurance is the subject matter of the solicitation. Bharti AXA Life Insurance Co. Ltd. Registration No: 130.

*For a non-smoking healthy 25-year old male for a 25-year term in annual mode. Actual premium would depend on age, premium payment term and on underwriting condition decision. Service tax and education cess will be charged extra as per the prevailing rates. Premium can be paid only in annual or semi-annual mode. #Minimum age while applying should be 40 years for cover up to age 70 or 75. ^Tax benefits are as per the Income Tax Act, 1961 and are subject to any amendments made thereto from time to time.

Actual tax saving will depend on your current investments and income, please consult your tax advisor for details.

Insurance is the subject matter of the solicitation. Life Insurance Coverage available.

Bharti AXA Life Insurance Company Limited (IRDA Regd. No. 130), Regd. Address: 6th Floor, Unit- 601 & 602, Raheja Titanium, Off Western Express Highway, Goregaon (East), Mumbai- 400 063. Bharti AXA Life eProtect UIN No.: 130N052V03. Advt. No: II-January-2014-1000.

Bharti AXA Life Insurance Company Ltd. is the name of the Company and Bharti AXA Life eProtect is the name of the traditional non-participating insurance policy and does now in any way represent or indicate the quality of the policy or its future prospects. For more details on risk factors, policy exclusions, terms and conditions, please read the sales brochure carefully before concluding a sale.