Max New York Life's announces its new brand campaign "Aapke Sachche Advisor"

Life Insurance company Max New York Life, announced its new brand campaign "Aapke Sachche Advisor". 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 organization's quality of advice and need based selling. The campaign will be on air from the April 14, 2012.

Commenting on the brand campaign Anisha Motwani, Director and Chief Marketing Officer, Max New York Life Insurance quipped, "The life insurance industry is maligned by a perception of large scale mis-selling, primarily on account of the agents who take advantage of the consumer's lack of financial understanding and ignoring the actual need of the customer. This however is not true for all agents and hence it would not be appropriate to tar the image of an entire industry based on such perceptions. 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 is the TVC which 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.

"After finalizing the direction in which the creative's would be developed, the next and most important task was to craft the look of the bad agent. One thing the agency and the production house were very certain of was that the character had to stand out from everything else. Keeping true to the idea the character had to be negative yet it could not be intimidating because at the end of the film he is the one who is defeated. Finally the look that was created was that of an irritating yet a very funny character. He is mischievous and scheming but at the same time he was lovably hilarious as well. After shooting the character we are extremely confident that he shall be one of the most memorable acts in the advertising space in recent times." Added Anisha Motwani.

The TVC is being followed by a 360 degree brand campaign which will communicate the organization's promise to establish itself as the most trusted player in the industry through its quality of advice and treat your customer fairly policy. The communication program comprises various innovative consumer engagement initiatives ' on digital and social media platforms, as well as innovative outdoor marketing. One of the interesting components of this campaign would be "nukkad nataks' or street plays to spread the message of right advice. The street plays would be staged in Tier I cities to begin with and later spread to Tier II as the campaign gains momentum.

Credits:

Director: Prasoon Pandey

Creative Director: Abhijit Avasthi