Mumbai: Bharti AXA Life Insurance, a joint venture between Bharti Enterprises and AXA insurance on Tuesday announced that it has roped in Bollywood actor Vidya Balan as its brand ambassador. 

The National Award-winning actor embodies the core values of Bharti AXA Life Insurance and will help deepen the narrative of #DoTheSmartThing championed by the brand, stated the company. 

"Vidya Balan has been a challenger in her field, expressing herself authentically and has always questioned stereotypes,” said Bharti AXA Life Insurance MD and CEO Parag Raja. “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.”

Speaking on the association, Vidya 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.”

Bharti AXA Life had announced a new brand purpose last year, which centres on making insurance simple for customers in a complicated world.

“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,” commented Bharti AXA Life Insurance head of marketing Geetanjali Kothari.

Over the past year, Bharti AXA Life Insurance has made strategic investments in digital platforms to enhance customer experience and facilitate seamless services. The company plans to expand on the back of strategic partnerships and by increasing its distribution footprints across the country.