Our Brand

Brand Identity

Bajaj Finserv is the financial services company of the Bajaj Group. Its current business lines include Lending and Wealth Advisory services through Bajaj Finance Limited and Protection through Bajaj Allianz Life Insurance and Bajaj Allianz General Insurance.

Bajaj Finserv Limited and Bajaj Finance Limited operate under the Bajaj Finserv brand. Bajaj Allianz Life Insurance Company Limited and Bajaj Allianz General Insurance Company Limited operate under the Bajaj Allianz brand.

With the intention to build a set of financial service businesses in coming years that share the Bajaj Finserv Group’s common values of reliability, innovation and efficiency and provide customers with high quality products and services, Bajaj Finserv has created its brand identity.

The new identity is easily identifiable and yet distinct. All the businesses under Bajaj Finserv would use the common identity in a coherent manner such that consumers experience the Bajaj Finserv values and identify the new brand identity with the same through each business.

Brand ‘Bajaj Finserv’ is symbolised by a unique visual identity that aligns our various businesses for our consumers and business partners, distinguishes it from competitors and promotes the strong values that Bajaj Finserv stands for.

Bajaj Finserv’s brand completely embodies its growth and services.

The current Bajaj logotype identifies and stands on the very established and respected Bajaj identity and the 3 dimensional seal with the B and F that makes the new identity uniquely recognizable.

The colour blue in the logo indicates confidence & strength. The round ball symbolizes the world with focus on India.

The brand delivers a distinctive and contemporary identity, which communicates the Bajaj Finserv values in dynamic and consistent manner and is designed to be easily recognisable and yet differentiated so as to build an enriching and sustainable relationship with all who experience it.

Brand Belief

Our brand embodies our belief to pursue beyond what is, continuously reinventing to create new realities.

Our Brand Film



Our Brand Tune

Our brand tune embodies our spirit of never settling for good and always striving for great. It celebrates our values of dynamism, optimism and positive change.The tune was created as a step towards strengthening our brand footprint and building a deeper connect with our growing customer base.

It has been composed by one of the country’s leading music directors, Clinton Cerejo. The melody of the tune interspersed with beats is our expression of the energy that drives people in the relentless pursuit of their best selves

Click here to download our brand tune