Max New York Life unveils new brand campaign

MUMBAI: Max New York Life has launched its new campaign featuring its brand ambassador and the captain of the Indian cricket team, Rahul Dravid. The campaign underscores the need for quality advice that enables customers to make the decision to buy life insurance.



The campaign, which primarily uses television to start with and communicates the message through as many as eight different slick 30-seconders, is humorous in style and appeals to different regional customer segments, states an official release.

The Max New York Life campaign debuts on Ten Sports with the start of the new cricket season with the tri-series in Sri Lanka, involving India, West Indies and the hosts. The advertisements will be shown on targeted programming on many popular television channels over the next few months. The campaign will also be used in outdoor, cinema and cable networks over time.



The "Quality of Advice" campaign is Max New York Life's second on television. The first campaign served to introduce the Max New York Life and the heritage of its global parent in the Indian marketplace by positioning life insurance as an instrument that could enable customers to make their wishes come true. The "Quality of Advice" films are directed by Ram Madhwani, one of India's most talented film-makers, the release adds.

Announcing the campaign launch, director of Marketing for Max New York Life Debashis Sarkar said: "The new brand communication strengthens our brand positioning as a "life insurance expert" with quality of advice to customers as the key proposition. Our agent advisors are widely recognized as the best in the Indian marketplace. They are carefully selected and are well-trained to build enduring relationships with their customers. We saw the campaign as a great opportunity to strengthen the brand using different humorous situational episodes, together with the integrity and solidity associated with Rahul Dravid."



The advertising films make effective use of the audio-visual medium to position Max New York Life as solid, humane, dependable and an inspiring life insurance company. Ram Madhwani, the director of the films, said: "The challenge was to create films that told a wacky story and yet effectively mirrored the brand personality of both Max New York Life and Rahul Dravid. The films have come together as well as they have because of the great work of each member of the film-making team. Hands-down, they were the key ingredients in making the films what they are."

In addition to Madhwani, the team that made the "Quality of Advice" commercials included producer Manoj Shroff, art director Indrani Mukherji, cinematographer Vijay Khambati and musician Amartya Rahut.

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