Axis Max Life Launches Insurance Awareness Drive across 50 villages in Uttar Pradesh under State Insurance Plan

The initiative aims to reach approximately 30,000 individuals across the Unnao and Baghpat districts of Uttar Pradesh through hyperlocal engagement.

Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited, has launched a large-scale rural activation campaign from Lucknow under its ‘Bharosa Talks – India Protection Quotient 7.0 – Rural Edition’ platform. This campaign is focused on raising awareness about life insurance in 50 villages across Unnao and Baghpat. It serves as a key initiative for Axis Max Life in its role as the lead insurer for Uttar Pradesh under the IRDAI’s State Insurance Plan, reinforcing the company's commitment to enhancing insurance awareness in one of India’s most populous states.

The activation was inaugurated by Shri Sameer Verma (IAS), Special Secretary of the Department of Finance, Government of Uttar Pradesh, along with Udbhav Gupta, Executive Vice President and Head of Growth Verticals, Protection & Health at Axis Max Life. Attendees included Shri Sanjay Singh, Assistant Director of the Directorate of Institutional Finance, Government of Uttar Pradesh, as well as Axis Max Life’s State Insurance Plan office holders: Tariq Malhotra, Corporate Vice President and Head of Rural; Sumit Satyen, Vice President and Head of the State Insurance Plan (SIP); and Anuj Singh from the SIP team.

This on-ground outreach is designed to engage directly with rural audiences, including farmers and villagers from the area, through culturally relevant interventions such as nukkad nataks (street plays), storytelling, and community meetings (baithaks). The campaign also incorporates the participation of influential community members, such as village pradhans, teachers, doctors, and women from self-help groups (SHGs), to create a multiplier effect within the rural ecosystem.​