MUMBAI: Max New York Life is launching a new brand campaign ‘Aapke Sachche Advisor’.

Created and conceptualised by Ogilvy & Mather, the campaign has been crafted to take the industry issue and concern of mis-selling head on and focus on Max New York Life’s brand promise for the organisation’s quality of advice and need- based selling.

The campaign will roll out on 14 April.

Max New York Life Insurance director and CMO Anisha Motwani said, “This campaign has been designed to extend itself beyond promoting life insurance policies and products and begin establishing trust with the consumers by educating them on how to identify a customer centric company and evaluate the correct selling behaviour of the agent keeping in mind the needs of the consumer.”

The first leg of the campaign launches with the TVC that features a ‘sachcha advisor’ who highlights need-based sales process for its customers and believes in providing right advice. This agent is constantly being lured by another character, ‘the bad agent’, in the film to give wrong advice to make the sale. However, the ‘sachcha advisor’ sticks to his ethics and provides the right advice to his potential customer.

The company is adopting a 360 degree brand campaign to establish itself as the most trusted player in the industry through its quality of advice and fair treatment with the customers. It is deploying digital and social media platforms, as well as outdoor marketing. As a part of BTL activity, the campaign would be organising ‘nukkad nataks’ or street plays to spread the message of right advice. The street plays will initiate in tier I cities and spread to tier II cities in the later stages.