Max New York's new campaign highlights the 'Sachche Advisor'
The campaign, conceptualised by Ogilvy & Mather, brings to the fore the industry's concern over “mis-selling” life insurance products by some agents
BestMediaInfo Bureau | Delhi | April 16, 2012
Max New York Life has come out with its new brand campaign, 'Aapke Sachche Advisor', which has been crafted to take the industry issue and concern of mis-selling and focus on Max New York Life's brand promise of quality advice and need-based selling. The campaign, conceptualized by Ogilvy & Mather, has gone on air from April 14, 2012.
Commenting on the campaign, Anisha Motwani, Director & Chief Marketing Officer, Max New York Life Insurance, said, “The life insurance industry is maligned by a perception of large-scale mis-selling, primarily on account of 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 for his 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 finalising the direction in which the creatives would be developed, the next 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 this idea, the character had to be negative, yet not 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 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 will be one of the most memorable acts in the advertising space in recent times,” commented Motwani.
The TVC is being followed by a 360-degree brand campaign which will communicate the
organisation's promise to establish itself as the most trusted player. The communication programme 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 towns as the campaign gains momentum.
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