Max New York Life Insurance has announced the appointment of Amitabh Bachchan as the brand ambassador for Max Vijay. Max Vijay looks at providing financial inclusion to the underprivileged masses.

Said Rajesh Sud, CEO and managing director, Max New York Life Insurance, “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," he added.