Max Life Insurance announced the launch of a new campaign 'Sachchi Advice'
INSURANCE
Max Life Insur
New Campa
by Shrutee K/DNS
New Delhi, August 21, 2015: Max Life Insurance, one of India’s leading life
insurance companies announced the launch of a new campaign ‘Sachchi Advice’. The new campaign
emphasizes the importance and significance of honest advice which, usually
comes from someone who has a genuine interest in your welfare. The central
theme of the campaign is well captured with the tag line 'Sachchi Advice sirf apne hi dete hain'. The campaign has
been designed by Ogilvy and Mather and will air for a period of 6 weeks
beginning on August 20, 2015.
The campaign brings alive ‘Sachchi
Advice’ through an engaging story of two brothers playing carrom in
their home. The older brother suggests to the younger brother to start saving
instead of buying an expensive phone. This is followed a few seconds later with
another suggestion to buy a less expensive phone and use the remaining amount
to invest in an insurance policy. The younger brother casually shrugs off his
older brother’s suggestions with a few tongue-in-cheek retorts and asks why his
older brother, at his age had not thought it important to save for the future.
The older brother answers saying
that when he was younger he didn’t have a caring older brother like he is now
to advise him accordingly. This one sentence is the very thread that weaves the
campaign together. The film is built on our nature to consider the advice of
those older than us, especially siblings, to be old fashioned and archaic and
therefore in many ways irrelevant. The new TVC with the tagline 'Sachchi
Advice sirf apne hi dete hain' showcases the importance of honest or Sachchi
Aadvice and the old adage that it's only those who care for you, who will give
you honest advice.
Commenting on the new campaign, Manik Nangia
- Director and Chief Digital Officer, Max Life Insurance said, “Max Life Insurance has always stood for
honesty and transparency in the sector which for the most part is seen as
untrusting. We have
built our equity and differentiation over the last few years on the value of
‘Honesty’. Earlier we highlighted the honest and straight forward dealings our
advisors have with our customers, seeding the proposition of ‘Aapke Sachche
Advisor’.
Manik also
added “We are
now looking to take this to the next level by moving beyond the relationship
that our advisors have with our clients, to the value that is inherent in our
organization. Max Life insurance lives the value of honesty in everything it
does, and will, going forward, stand for ‘Sachchi Advice’. ‘Sachchi Advice’ is
a transparent and thought-through advice that Max Life Insurance believes benefits
each of its customers, much like the advice given by those closest to us,
keeping our best interest in mind. We are looking to further break the barrier of distrust through our new
campaign by trying to send the message that not only are we as a company ‘Committed
to do what is right’ but that we will always give you honest or Sachchi Advice
because we care and have your best interests at heart.”
To ensure maximum reach, Max Life plans to amplify the
campaign via Televison, radio and social media. The
Digital media route will also be used to create conversations and invite
customers to share their personal experiences of ‘Sachchi Advice’ that changed
their lives. Through these medium, Max Life is looking to connect with its
customers on a more personal level by showing that the organization and its
employees care enough about its customers to ensure that honest or ‘Sachchi
Advice’ is the foundation of all its relationships.
Max
Life Insurance, one of the leading life insurers, is a joint venture between
Max India Ltd. and Mitsui Sumitomo Insurance Co. Ltd. Max India is a leading
Indian multi-business corporate, while Mitsui Sumitomo Insurance is a member of
MS&AD Insurance Group, which is amongst the top general insurers in the
world. Max Life Insurance offers comprehensive life insurance and retirement
solutions for long-term savings and protection.
A financially stable company with sound investment expertise, Max Life
Insurance has a strong customer-centric approach focused on advice-based sales
and quality service.
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