Max Life unveils its campaign “Bharose Ka Number”

Max Life Insurance Company Ltd. (“Max Life” / “Company”), today unveiled its latest ad campaign “Bharose Ka Number” highlighting the Company’s consistent performance in claims paid ratio in the last five years, thereby reiterating its commitment towards cementing customer trust. The same comes at a time when individuals remain affected by the developing pandemic and it’s important to encourage one to ensure their loved ones are financially protected from future uncertainties.

Payment of a death claim is a moment of truth in a life insurance contract and is the ultimate manifestation of a life insurer’s devotion towards protecting the financial future of customers and their dearest ones. The higher the claim settlement ratio of a life insurance company, the greater are the chances of future claim being settled by it, therefore ensuring loved ones remain financially secure.

The heartwarming commercial states that while your family trusts you to give them the right guidance, you can believe in Max Life’s 99.22% claims paid ratio or ‘Bharose Ka Number’ to carry the responsibility of taking care of your family’s financial protection needs.

On the launch of the TVC, Aalok Bhan, Director and Chief Marketing Officer, Max Life said, “Claims and life insurance can sometimes be difficult to comprehend, but we believe this to be the most apt time to make the two topics relatable and relevant for our customers as financial protection is paramount in our current reality. Delivering the same message in a lighthearted father-son banter through the means of our newly launched TVC, we wish to create greater customer awareness of the importance of claims paid ratio that one must trust when buying a life insurance policy. At Max Life, our claims paid ratio or Bharose Ka Number is the ultimate hallmark of our credibility and trust, and reflects our promise to our customers, reassuring them of the kind of security they can expect should an eventuality arise.”.

The ad film opens up with a scene between a father (Abhay Deol) and his son where the father dresses up formally for an online meeting in times of work from home and the child, looking at this unusual situation, is seen wondering why his father got dressed up for a video conference. The father smiles and remarks “Important presentation hai”. The next day, as the father walks into the living room, he notices that his son is polishing his own school shoes. As he keeps staring at the kid questioningly, the kid looks up, shrugs and replies – “Important school presentation hai”, before he goes to his own laptop screen and begin his online classes for the day. 

‘Inhe bharosa hai ki aap hamesha sahi karoge’ (they trust you to always do the right thing), is the compelling note that the ad film concludes on, urging viewers to trust Max Life Insurance’s Bharose Ka Number – its 99.22% claims paid ratio, so that loved ones experience a secured and happy future.

Actor & influencer for the campaign, Abhay Deol said, “Max Life's newest TVC reminds one to pause and make better decisions in the interest of those we love. It inspires, resonates deeply with my beliefs, and narrates the importance of always making sure my family is protected. Trust, by all means plays an important role in the current times and with the ad we wish to highlight that it is one’s duty to honor their family’s trust. I’m certain the campaign will help audiences realize that they are the difference in the lives of their loved ones.”

“The ‘Bharose ka Number’ project as it has come to be known, is our very first project with Max Life. The entire process from pitch to execution, was done on video calls, con-calls and online groups. It’s been an exhausting but fabulous collaborative experience with a marketing team that has backed us to the hilt. And while we couldn’t have asked for a better beginning to the relationship, I say ‘the best is yet to come!”, remarked Rohit Malkani, National Executive Creative Director, L&K Saatchi & Saatchi.

In FY 2019-20, Max Life settled a total of 15,342 death claims amounting to Rs. 563 crore, thus achieving an all-time high claims paid ratio of 99.22% in last 5 years. In line with its value of ‘Customer Obsession’, the Company has also focused on delivering hassle free customer experiences basis simple and easy claims process with a clear aim to pay all genuine claims with speed and empathy.

Furthermore, in the extremely trying times of Covid-19 pandemic enforced lockdown, the Company has strengthened its personalized claims services by enabling claimants to intimate claims online or from home via email and WhatsApp. This is in addition to the initiative started about two years ago where a dedicated claims officer is assigned to the new claims filed with the company and handhold the nominees throughout the claim settlement process.

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