I guess this will mainly dependent on the service provider and how flexible or okay they'll be with it?
Not even sure if they care about the TnC as they're not part of Axis but to avoid selling/giving away the service (which is mentioned in the TnC for a reason and would affect the bank's bottomline) they are probably mandated by Axis to not provide the service without the cardholder.
But it is also in their interest to provide the service ($$$), although likely to be against their service contract with Axis.