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Max New York Life unveils brand positioning for 'Vijay'; gets Big B to endorse

MUMBAI: Max New York Life, in partnership with Ogilvy & Mather, has announced the brand positioning for Max Vijay, its new offering for the underserved masses.


The positioning looks at reshaping category behavior, from ‘push‘ - the way the life insurance industry has operated for decades, to ‘pull‘, by creating a flow of pre-disposed customer walk-ins.













In a bid to provide a brand identity to the product offering, the company has roped in Amitabh Bachchan to help build awareness for Max Vijay.


Says Max New York Life chief marketing officer Anisha Motwani, "Since Max Vijay targets more than 100 million underserved people, spread evenly across rural and urban markets, a key challenge for us was to develop a compelling brand proposition that the underserved segment across the country could identify with, irrespective of geographies, or the rural / urban divide. The brand proposition also needed to create a call-for-action to move the consumer out of inertia and start saving today for a more financially secure future tomorrow."


"Superstar Amitabh Bachchan is the prefect ambassador to help build awareness and trust for Max Vijay. He enjoys a very credible patriarchal image, signifies ‘Vijay‘ over difficult real life situations and cuts across geographic and cultural boundaries", Motwani adds.


The new proposition will be brought to life via a 360-degree high intensity marketing campaign encompassing print, radio, TV and outdoors. The campaign will also comprise below-the-line and CSR initiatives.


Ogilvy & Mather executive chairman and creative director -South Asia, "Max Vijay is meant to be a movement, a creator of hope and optimism among the underserved masses. Max Vijay will help the common man to achieve his dream - ‘aukaat par vijay‘, as every little rupee saved helps him to rise up in hierarchy."

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