MUMBAI: Life insurance company Max New York Life has appointed Amitabh Bachchan as the brand ambassador for Max Vijay, a brand specifically targeted at providing financial inclusion to the underprivileged masses.
Max New York Life Insurance CEO and managing director Rajesh Sud said, "I am very pleased to announce the appointment of megastar Amitabh Bachchan as the brand ambassador for Max Vijay. In a number of his earlier movies, Amitabh Bachchan became synonymous with the name Vijay, a people’s hero who fought for the cause of the common man by standing up for their rights. His appointment as the brand ambassador for Max Vijay, is a rebirth of the old Vijay, who is today propagating the cause of small savings and financial inclusion for the underserved masses of the country."
"We launched Max Vijay with a dream of providing financial inclusion to millions of underprivileged households across the country. Since the launch of Max Vijay in late 2008, our focus has been on testing the product in select markets and expanding distribution in a phased manner. I am pleased to announce that Max Vijay has already provided financial inclusion to over 65,000 households till date. The appointment of Mr. Bachchan marks our next phase of expansion and we believe that Max Vijay has the potential to touch the lives of over 10 million households in the next two years," Sud added.