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afaqs! Pause - Rahul Talwar, EVP & CMO, Axis Max Life Insurance

Rahul Talwar is a dynamic business leader who brings over two decades of business and marketing expertise to his roles as EVP & CMO of Axis Max Life Insurance. Here’s a little sneak peek into his workday, leadership mantra, and advice to young professionals.

afaqs! Content Team

27 Jun 2025 05:00 IST

New Update

Mdg6987546969 — “Genuine leadership isn't about authority or control, but about authentic care and respect for those you lead”

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The best part of my job is

Storytelling grabs attention and emotions, making it the most impactful skill in marketing and my favourite part of my job. I love turning data into meaningful stories that brands can bring to life through visuals, conversations, social media, and more. Storytelling humanizes brands, building emotional connections and trust. By sharing their authentic narratives, brands become relatable and memorable, fostering belonging and loyalty. In today's noisy world, compelling stories cut through, build relationships, and create lasting, powerful brands.

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My leadership mantra

We often talk about our mothers as our best friends and first teachers, yet it's easy to overlook that a mother is also a child's earliest leader. For me, my mother stands as my ultimate leadership role model for several profound reasons. I learned from her that genuine leadership isn't about authority or control, but about authentic care and respect for those you lead. I witnessed first-hand how her keen understanding of unspoken needs, ability to connect the dots coupled with her genuine care for others, fostered strong connections. This wasn't mere kindness; it was about authentically understanding individuals to build trust, having a people-first approach – a leadership mantra I deeply value and strive to emulate. Beyond her intuitive and empathetic approach, my mother consistently demonstrated remarkable resilience in adversity and exceptional problem-solving skills. Facing life's inevitable challenges, she met setbacks with strength and a determined spirit, teaching me the importance of bouncing back. Her tenacity shone through as she persistently tackled obstacles, refusing to give up easily. Moreover, she exhibited incredible patience in navigating complex situations, carefully considering solutions and guiding us through difficulties. Whether navigating household crises or supporting our family through tough times, she approached each obstacle with resourcefulness and a focus on finding solutions. This instilled in me the understanding that effective leadership requires not only vision but also the fortitude to overcome hurdles and the ingenuity to find pathways forward, all while maintaining a steadfast and patient approach.

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In an alternate timeline I would have been

In another reality, I could envision myself thriving as an architect. The prospect of conceiving and constructing spaces that are both functional and emotionally resonant, enduring as thoughtful designs, holds a distinct appeal to me. The idea of contributing to the very fabric of a city, of claiming a piece of the skyline through thoughtful and impactful design, resonates deeply with my drive to create something lasting and meaningful.

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Streaming/Reading now

I recently read Piyush Pandey's ‘Pandemonium’ and it captivated me with its authentic and insightful look into advertising and creativity, cutting through the hype with practical wisdom. His engaging storytelling, filled with instructive career anecdotes, demystified the field and highlighted the hard work, intuition, and deep cultural understanding behind impactful campaigns. It felt like a personal mentorship, offering invaluable lessons on connecting with audiences and crafting narratives rooted in cultural understanding. Pandey's genuine passion and down-to-earth style made "Pandemonium" a truly memorable and instructive read. Another book I really liked is Josh Seiden’s ‘Outcomes Over Output: Why Customer Behavior Is the Key Metric for Business Success’ The book's brilliance lies in its subtle yet powerful redirection of focus – from the tangible but potentially valueless "what we build" to the meaningful and measurable "how we change lives." This insight really informed how I approach problem-solving, pushing me to first deeply understand the desired user/consumer behavior before even considering a solution, making the work not just productive, but truly impactful. When it comes to TV, I'm drawn to shows with sharp writing and compelling characters, which is why I enjoy ‘Suits’ for its witty legal maneuvering and dynamic relationships. ‘Mirzapur’ captivates me with its raw portrayal of power struggles and complex moralities. Finally, ‘Panchayat’ offers a refreshing blend of humor and heart, grounded in relatable rural realities.

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How I recharge on the weekends

Cricket stands out as a genuine passion for me, bringing consistent pleasure and joy. It's a sport that engages both mind and body, teaching valuable lessons in sportsmanship, such as winning gracefully and losing with dignity. I see it as a reflection of life, fostering trust among players and between the team and its fans. My strong interest in cricket stems from its unique blend of individual talent and teamwork. It's a fascinating arena where strategy meets skill, where overcoming challenges is key, and where new ideas constantly redefine what's possible – qualities that I find deeply relevant. Similarly, I really enjoy LEGO building and find it to be incredibly calming. There's something about the focused repetition of clicking the bricks that allows my mind to quiet down after a busy day. It's a chance to actually create something with my hands, which feels really satisfying. But beyond that personal escape, it's also a fantastic way to connect with my kids. We can build together, get creative, and simply have fun. It's those shared moments of building and imagining together that truly make it special.

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A recent ad campaign I liked

The ‘Kaala Teeka’ campaign by Fevicol demonstrates a sharp understanding of culturally relevant problem-solving, and I really enjoyed it. What impressed me was the insightful fusion of a deeply ingrained tradition with a practical technological solution to address a significant pain point at a massive scale event like the Maha Kumbh. The campaign's success, as evidenced by the rapid reunification of lost children, underscores the power of empathetic marketing that genuinely serves a need while staying true to the brand's core promise of a strong bond. It's a commendable example of how a brand can integrate itself meaningfully into a cultural landscape, creating genuine value beyond mere visibility.

Rahul Talwar Axis Max Life Insurance