Axis Max Life partners with Star Sports ‘Amul Cricket Live’ as Associate Partner

The association is backed by a seven-week integrated media campaign

by e4m Staff
Published: Feb 10, 2026 3:38 PM | 3 min read

Axis Max Life partners with Star Sports ‘Amul Cricket Live’ as Associate Partner

Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited, has announced a high-octane association with Star Sports ‘Amul Cricket Live’ as the Associate Partner in the upcoming ICC Men’s T20 World Cup 2026 in India and Sri Lanka.

By tapping into the tournament’s massive global viewership, Axis Max Life aims to amplify its ‘Bharosa’ narrative and embed financial protection into the cultural fabric of millions of households. Recognizing that cricket inherently mirrors risk mitigation and long-term strategy, the brand utilizes the sport as its primary platform to transform complex financial planning into organic, high-intent consumer dialogues, stated a press release.

To fuel this partnership, the brand has unveiled a cinematic ad suite featuring icons from the worlds of Cricket and Cinema. The creative strategy shifts from the traditional 'provider' to a modern, empathetic caregiver, featuring Rohit Sharma as a nurturer and new-age father alongside Ritika Sajdeh. In a fresh cultural crossover, South Indian star Allu Sirish joins the duo, blending the charisma of the film industry with the intensity of the World Cup. These films transform the dialogue around financial protection into an entertaining, relatable experience, creating an unseen bonhomie that makes the concept of insurance both culturally resonant and aspirational.

Rahul Talwar, Director & Chief Marketing Officer, Axis Max Life, said, "Our partnership with Star Sports for the ICC Men’s T20 World Cup 2026 anchors the Bharosa narrative at the intersection of sport and culture. For us, cricket is more than a reach vehicle; it is a powerful consumer platform where conversations around performance, protection, and legacy come together.

By integrating Allu Sirish into the Rohit–Ritika universe, we’ve brought together the charisma of cinema and the intensity of cricket to make financial protection life-stage relevant and culturally resonant. On this global stage, we are moving beyond promises to build trust through action, ensuring security becomes a priority for Indian households.

With cricket’s unmatched universal appeal, this partnership reinforces our 'Bharosa Tum Ho' brand campaign, rooted in the belief that financial security is built on trust that is consistently earned.”

Anup Govindan, Head - Sales, Sports, JioStar said, “Axis Max Life Insurance coming on board reflects a shift toward platform-led, long-term collaborations that prioritise effectiveness and outcomes. For the ICC Men’s T20 World Cup 2026, JioStar will deliver unmatched scale across a captive audience that allows Axis Max Life to anchor its brand narrative, drive real business metrics across brand and performance objectives and build emotional connection at scale.”

The association is backed by a high-decibel, seven-week integrated media blitz designed to capture the high-intent January–March (JFM) quarter. Deploying a sophisticated media mix across Linear Television (News, General Entertainment Channels, and regional channels), YouTube, and Meta, the campaign is engineered for maximum brand recall. By leveraging the high-buzz tournament window, Axis Max Life is set to strengthen its position as a trusted partner across all customer life stages, ensuring that the message of financial security resonates through a multi-touchpoint strategy that bridges traditional and digital landscapes.