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Bharti AXA Life Insurance ropes in actor Vidya Balan as brand ambassador

Through this collaboration, the brand aims to deepen customer engagement and emphasise the need to make smarter financial choices when it comes to life insurance

Bharti AXA Life Insurance, a joint venture between Bharti Enterprises and AXA, has announced that it has roped in National Award-winning actress Vidya Balan as its brand ambassador.

As per the JV, Balan embodies the core values of Bharti AXA Life Insurance and will help deepen the narrative of #DoTheSmartThing championed by the brand. Last year, the JV had announced a new brand purpose which centres on how making insurance simple for customers in a complicated world.

Parag Raja, MD and CEO, Bharti AXA Life Insurance, said, "Vidya Balan has been a challenger in her field, expressing herself authentically and has always questioned stereotypes. She has excelled in bringing compelling and unique narratives to life on screen and is self-made, reliant, and audacious- values that strongly resonate with Bharti AXA Life as a brand. We believe in long-term relationships and are excited to bring Vidya on board to further our goal of broadening life insurance penetration across India.”

Balan said, “Bharti AXA has always been committed to simplifying insurance and empowering Indians to making smarter and savvier financial choices. I am extremely excited to represent the brand and help them further their manifesto of #DoTheSmartThing. It is heartening to see how the company has raised the bar of serving customers and constantly advocates for securing their financial futures. I look forward to the association and kicking off our engagement.”

Geetanjali Kothari, Head of Marketing, Bharti AXA Life Insurance, added, “At Bharti AXA Life, our brand promise is to #DoTheSmartThing and we believe in empowering customers to make better choices through all our offerings and initiatives. We are excited to bring Vidya on board and look forward to an enriching partnership with her. We believe that our association will help us strengthen awareness around the category and build a more meaningful and purpose-driven connect with our customers.”

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