Insurance consciousness campaign initiated by Axis Max Life extends to 50 rural villages in Uttar Pradesh, coinciding with the state's insurance program.
In a bid to foster last-mile connectivity and enhance insurance literacy in one of India's most populous and underserved regions, Axis Max Life Insurance Limited has launched a rural activation campaign in 50 villages across Unnao and Baghpat districts in Uttar Pradesh.
The campaign, named 'Bharosa Talks - India Protection Quotient 7.0 - Rural Edition', represents Axis Max Life's commitment to meet people where they are, speak their language, and build protection narratives that resonate. Sumit Madan, Chief Distribution Officer at Axis Max Life, stated that the campaign aims to address rural India as an untapped market for life insurance, where demand exists but trust and access remain barriers.
The campaign involves influential voices such as village pradhans, teachers, doctors, and females from self-help groups (SHGs) in its efforts to create a multiplier effect within the rural ecosystem. Culturally rooted interventions like street plays (nukkad nataks), storytelling, and community meetings (baithaks) form a significant part of the campaign strategy.
The daily activity plan includes morning and midday community sessions, with a focus on women and SHG members. Evening engagements are held at local mandis and markets as part of the campaign. A signature element of the program is the 'Spin the Wheel' game, where participants learn about the importance of insurance across different life stages and calculate their Human Life Value (HLV) in real time.
Leads generated through these mobilizations will be serviced by Axis Max Life's 'Aarohan' channel, which focuses on emerging customer segments in rural and semi-urban India. The campaign is a key initiative under Axis Max Life's role as the lead insurer for Uttar Pradesh under the IRDAI's State Insurance Plan.
The activation was flagged off by Shri Sameer Verma, Special Secretary, Department of Finance, Government of Uttar Pradesh, alongside Udbhav Gupta, Executive Vice President & Head - Growth Verticals, Protection & Health, Axis Max Life. The campaign aligns with Axis Max Life's efforts to achieve IRDAI's vision of 'Insurance for All by 2047'.
For more information about Axis Max Life and its products, please visit https://www.axismaxlife.com. As of now, the company's operations have been built over two decades through a need-based sales process, a customer-centric approach, and trained human capital. Axis Max Life offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution.
References: 1. Axis Max Life Insurance Limited Press Release 2. IRDAI State Insurance Plan 3. Max Financial Services Limited 4. Axis Bank Limited
- The 'Bharosa Talks' rural activation campaign, launched by Axis Max Life Insurance Limited, demonstrates their aim to bridge the insurance gap in underserved regions, emphasizing their commitment towards enhancing financial literacy in the business sector of rural India.
- In order to address rural India as an untapped market for life insurance, the campaign utilizes influential voices and culturally relevant strategies, such as street plays, storytelling, and community meetings, while generating leads for servicing through Axis Max Life's 'Aarohan' channel, which focuses on emerging customer segments in rural and semi-urban India, thereby aligning with the IRDAI's vision of 'Insurance for All by 2047.'
