Max Life Launches a digital campaign "Second Chance" to create public awareness
Max Life Insurance, one of India’s leading life insurance companies, has undertaken a digital campaign named ‘Second Chance’ to create public awareness about the need for protection through life insurance. This is a unique initiative by Max Life to make people re-think about the fact that no one is immortal in the world, life is uncertain and misfortune can strike anyone, anytime.
The campaign comprises of two videos with real stories of people, narrating how their lives have given them second chance which in most cases is rare. The videos also showcase and experience of the family members in the vulnerable & tragic condition.
Commenting on the new campaign, Ms Anisha Motwani- Director & Chief Marketing Officer, Max Life Insurance said, “In India, insurance is majorly considered as an investment option; not too many people see it as an essential part of financial planning. We also tend to live under the shadows of misplaced optimism, making us believe that misfortune will never strike us. With this campaign we have tried to create awareness about the need for protecting one’s life through real life stories and encourage people to think and consider protecting one’s life for the sake of not just themselves but more so for their families.”
She further added, “We decided to take the digital route in this campaign since today, customers are more tech savvy and inclined towards buying protection plans online. The Max Life Online Term Plan is born out of customer insights, focuses on ease of purchase, and provides advice at every step of the purchase process. This plan with unique offerings is only the start and an attempt to bridge the existing gaps in the online term plan offerings in the market.”
Max Life plans to run the campaign through Social Media platforms like You Tube, Facebook and Twitter, directing people to a website, where they can view videos, get inspired from stories of real people who have had near death experiences personal instances and take steps to protect their family. On this website, people will also be able to share their real incidence of “Second Chance”. Max Life will also reach out to bloggers and opinion leaders who command a following on the internet and ask them to rally around the cause and urge people to protect their loved ones. The campaign will go live on 23rd January 2015.
Agency: Ogilvy & Mather, Delhi
Creative: Abhijit Avasthi, Vikas Chemjong, Basabjit Majumdar, Ranadeep Dasgupta and Gour Mukherjee
Account Management: Kapil Arora, Varsha Raina, Antara Suri, Vaibhav Bist and Paavani Kaul
Planning: Neeraj Bassi and Vandana Nath
Production House Credentials:-
Director : Paul Joji Kokkat
Producer : Gurmeet Sodhi
DOP : Amitabha Singh
Music Director : Ajinkya Iyer