Our Brand

Bharti AXA Life was established in the year 2006, with an aim to offer a number of innovative products and services that can help meet specific insurance and wealth management needs of customers. It brings together the strong financial expertise of the Paris-headquartered AXA Group along with that of Bharti Enterprises, one of India’s leading business groups with interests in telecom, financial services, agricultural business, and retail. The joint venture has a 51% stake from Bharti and 49% stake from AXA.

As a life insurance player, Bharti AXA Life has a national footprint of distributors trained to provide quality financial advice and insurance solutions to Indians.

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.

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.

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 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 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.