MAM
Max Life Insurance unveils new brand campaign starring Rohit Sharma and Ritika Sajdeh
Mumbai: Max Life Insurance Company Ltd. (“Max Life” / “Company”) has unveiled its latest advertising campaign, starring Indian National Cricket team men captain Rohit Sharma, along with his spouse and entrepreneur, Ritika Sajdeh. This marks the third captivating ad campaign featuring the power couple, as they immerse the audience in the universe of trust, a cornerstone of life insurance. The Television Commercial (TVC) introduces a tapestry of candid everyday moments that delve into the deep impact of “bharosa” (trust) on one another and the impact we have in the lives of our loved ones.
The TVC narrative unfolds in a succession of heartwarming scenes, where Sajdeh’s thoughtful swap of Rohit’s sandwich for a salad or their co-parenting practices exemplify more than just their personal dynamics. Throughout the commercial film, Sajdeh’s reassuring presence and simple solutions evoke a sense of trust and unwavering support. Echoing the campaign’s core, the tagline “Aap hi to ho apno ka sabse bada bharosa, aur aapke bharose ke liye Max Life Insurance” reflects Max Life’s commitment to protecting the lives of their customers.
When it comes to safeguarding its customers’ and their family’s future, Max Life Insurance goes beyond words; it delivers on the promise of ‘bharosa’ through an impressive claims paid ratio. Whether it’s securing their financial stability with guaranteed savings options, ensuring a worry-free retirement with guaranteed lifelong income, or prioritizing their health with wide-ranging coverage and a suite of comprehensive well-being solutions- each of Max Life Insurance’s products embodies the essence of ‘bharosa.’
Commenting on the campaign launch, Max Life Insurance CMO Rahul Tanwar said, “Embedded at the heart of this campaign is the unwavering theme of ‘bharosa,’ a value that Max Life personifies. Rohit and Ritika beautifully epitomize the dynamics of trust and partnership. Together, they are an embodiment of our philosophy ‘You are the Difference’ inspiring individuals to protect the well-being and aspirations of their loved ones. Rohit and Ritika’s relatable journey mirrors the journey of countless couples, families, and individuals who find solace in the presence of their loved ones. Through this campaign, our focus is to underscore Max Life’s commitment – to stand by our customers when it matters most.”
Talking about the campaign launch, Sharma said, “This TVC holds immense personal significance for me, as it brings together the essence of ‘bharosa’ and the impactful notion of ‘you are the difference.’ These values resonate deeply with my own principles. As a cricketer, the notion of being there for your team, through thick and thin, reflects the same spirit of trust and reliability. Ritika and I, through our journey, have emphasized the value of trust and the pivotal role each of us plays in our family’s well-being.”
“It’s truly reassuring to witness Max Life valuing the trust placed by customers. Max Life’s comprehensive suite of insurance solutions, financial guidance, and customer-centric approach enable individuals to take charge of their financial security and the well-being of their loved ones. Ensuring the well-being of my loved ones holds unparalleled significance to me, and I would encourage each individual to move towards ensuring a secured future for their families.” added Sajdeh.
FCB Group India group chairman & CEO Rohit Ohri said, “Created by FCB Interface, Max Life Insurance’s latest campaign featuring Rohit Sharma and Ritika Sajdeh brings alive the many dimensions of ‘bharosa’ in the lives of modern, progressive couples. Through candid moments and relatable experiences, the campaign beautifully encapsulates these dimensions of ‘bharosa’. Further, this campaign looks to use AI to take personalization and accessibility to newer heights, ensuring that it connects with audiences like never before.”
In addition to the TVC, the campaign is breaking new ground with AI powered advancements. With cutting edge AI integration, the campaign sets its sights on unlocking personalisation and accessibility by enabling opportunities of limitless content creation with Rohit Sharma at the heart of it all. The fusion of Rohit Sharma and AI will enable content development aimed at elevating consumer experience across the board with videos that cater to their specific requirements. The campaign goes live on Linear Television (LTV), Connected Television (CTV), and Mobile platforms. The campaign will also tap regional markets through its vernacular versions- in 6 regional languages- Tamil, Telugu, Kannada, Malayalam, Marathi and Gujarati.
TVC Duration: 45 seconds
Creative Agency: FCB Interface
Production House: www.fanboypictures.in
Director: Subodh Menon
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
