Bengaluru, December 2025: HiveMinds, a unit of Madison World, has been recognised as finalists at the Amazon Partner Awards 2025, held at Nashville, USA. The agency earned this honour in the category ‘Brand Story Telling APAC’, for its work done on Axis Max Life Insurance’s brand refresh campaign.
Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited, as a Joint Venture between Max Financial Services Limited (“MFSL”) and Axis Bank Limited, required a narrative that preserved trust while introducing a unified identity. Brand created Double Bharosa; a story designed to reassure millions that the coming together of two trusted institutions only strengthens their foundation of protection. Through emotionally grounded storytelling, multilingual narratives, and Amazon DSP’s precision-led ecosystem, HiveMinds delivered the campaigns in all affluent households in India.
The impact was both immediate and category-defining, with measurable lifts in awareness, consideration and brand searches — positioning Axis Max Life as a stronger and more relevant brand in a trust-led category.
Rahul Talwar, CMO, Axis Max Life Insurance, commented, “We congratulate the HiveMinds team on this well-deserved recognition. For the Brand Refresh campaign, we needed a narrative that not only honoured the trust we’ve built over decades but also reflected the strength of two institutions coming together. Their ability to translate ‘Double Bharosa’ into a powerful, emotionally resonant story, amplified with precision through Amazon’s ecosystem, helped us reach the right audiences with authenticity. The results were immediate and measurable, driving clear, category-shaping uplifts in awareness, consideration, and brand searches, thus elevating Axis Max Life’s position in a trust-first category.”
Speaking about the recognition, Deepti Bhadauria, CEO, HiveMinds, said, “This award is a matter of great honour. We shared the stage with some of the brightest marketing minds across 26 countries. Wins like these fuel our appetite for innovation and raise our commitment to delivering even greater business impact and delight for our clients.”
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