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Max Corporate unveils new brand positioning with first-ever campaign

The TVC, created and executed by Dentsu Creative Impact, uses a simple yet strong visual device of a trampoline to communicate the key message that Max India helps you bounce back in life

Shachi Tapiawala | Mumbai | January 5, 2013

Dentsu Creative Impact has broken the new campaign for Max India on January 26 to announce the new brand positioning of ‘For Life’ for Max. This is the first time Max Corporate is advertising to showcase all its service offerings under the Max umbrella establishing its credentials as a corporate powerhouse.

The brief give to Dentsu Creative Impact was that Max being a multi business corporate offering services in healthcare, health insurance and life insurance amongst others, the brand architecture has undergone a change, the new communication must build trust for the corporate brand Max, by virtue of which people can choose its constituent brands with more confidence than their competitors. The three guiding principles that govern Max are Sevabhav, Excellence, Credibility, and the communication must be reflective of this.

The TVC uses a simple yet strong visual device of a trampoline to connote the key message that Max India helps you bounce back in life. The film opens on a beautiful morning where you see multiple trampolines placed in a cityscape. Seeing this, passerbys are surprised and get curious to check it out. The film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’.

Keeping in mind the brand proposition, the concept of the campaign stems from the brand personality itself. In life, one is faced with many moments of truth – some challenging, some decisive, some life changing and in these moments of truth, it would be nice to have someone to fall back on, so that you can bounce back in life. The commercial communicates that there are different highs and lows of life, Max will always be there to help you bounce back.

Soumitra Karnik, National Creative Director, Dentsu India, stated, "It was a fabulous experience doing this ad. It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere  from in between the crowd, to the rooftops of buildings, in moving cars and one even attached to a jumper's knee! A lot of people did not even know they were being filmed. We just let people lose their fear and inhibitions and let them enjoy jumping on the trampolines and they did that, which was exactly what we wished to communicate – that life is for living to the fullest and in all the ups and downs. MAX will be right there to help them bounce back, just like a trampoline. To enhance this childlike exuberance, we even used a six-year-old girl's voice to sing the ever popular and very apt 'Sar jo tera chakraaye, ya dil dooba jaaye’ track. Hats off to the team at Max for buying something so enjoyable and not going with the regular, ordinary stuff."

The campaign is being promoted across cinema, digital and print media along with BTL activities.

The TVC:



Client: Max India

Creative Agency: Dentsu Creative Impact

Account management: Amit Wadhwa, Adrian Vincent, Preetika Verma, Priya Agarwal

Planning: Narayan Devanathan

National Creative Director: Soumitra Karnik

Chief Films Officer: Suprotim Day

Film Director: Vinod P Vijay

Production House: Lemon Yellow Sun Films

Music: Mikey McCleary

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