Launches new TVC, conceptualised by O&M, promoting ‘Because you vowed to take care of her, for life’
BestMediaInfo Bureau | Delhi | September 10, 2013
Max Life Insurance has gone on air with its new campaign for their newly-launched ‘Max Life Forever Young Pension Plan’ and ‘Max Life Guaranteed Life Time Income Plan’, a unique pension planning solution with features based on extensive consumer research. The TVC has been devised to emphasise on the consumer’s need for retirement not only of self but also financial security of the spouse.
The TVC, which went on air from September 6, has been created by Ogilvy & Mather. The campaign includes a television as well as digital media campaign, engaging consumers with contests, games, and advertising around spousal retirement.
As a brand, Max Life Insurance has always believed in constantly checking the pulse of the market to come up with products that are suited for the evolving and changing needs of today’s consumers. A consumer research carried out by Max Life Insurance in association with Nielson India pointed to a yawning gap that currently exists with respect to retirement planning. While believing that retirement planning is one of the most important financial goals of one’s life, most individuals have done nothing to adequately prepare for it. The research revealed that the financial security of the spouse is the foremost concern of individuals apart from maintaining the current lifestyle in the retirement years. These elements have been captured, both in the product design and customer communications.
The campaign cuts across generic communication in the category. Most pension advertising in life insurance communicates about maintaining lifestyle post retirement. With ample clutter in pension messaging, the proposition of spousal retirement is unique, relevant and largely untapped. To maintain consistency, the new TVC uses the same couple as the one that appeared in the Max Life retirement film.
Abhijit Avasthi, National Creative Director, Ogilvy & Mather, said on the thought process behind the campaign, “The retired couple we had created for Max Life commercials has become quite memorable and they have also created a lot of traction and empathy for the brand. So to launch the new spousal retirement plan we decided to capitalise on their popularity and drive home the key benefit of the new plan.”
The TV campaign will be accompanied by a multi-faceted digital campaign, engaging consumers with contests, games and advertising around spousal retirement.
Anisha Motwani, Director and Chief Marketing Officer, Max Life Insurance, said, “As a brand we always aim to assess the need of the consumer, identify and fill in the gap with the best products. Our proprietary study revealed that only 44 per cent of the respondents claim to have saved enough for their spouse, an irony to the finding that only 28 per cent respondents have started investing for retirement. The new retirement plan by Max Life Insurance thus intends to address this need gap by not only offering them a comprehensive solution but also acting as advisors attentive to their needs.”
Motwani further said, “The campaign crafted for Max Life Insurance Retirement Plans will help us to cut across generic communication in the category, highlighting the need of spousal retirement planning along with maintaining carefree lifestyle post retirement.”
The TVC begins with a shot of wife picking up a neatly-folded towel while mumbling to herself, “Chalis saal se aaj tak bathroom mein towel le jane ka time nahi mila aapko, Main nahi rahi to kya karoge, ye kabhi socha hai?”
The husband comes out of the bathroom wiping his hair and replies to his wife: “Bilkul nahi socha, lekin main nahi raha toh tum kya karogi ye zarur socha hai! Hamari monthly retirement income mere baad, sari ki sari tumhari, meri tarah poora din dhingra masti, oh masti!”
It follows with a voiceover: “Jab monthly income ho aapke liye, aur aapke baad aapki wife ke liye, toh masti to hogi hi!”
In the next scene, the son enters and the husband tells him: “Aao beta aao, hum Gujrati mushayara sunne ja rahe hain.”
The son looks surprised and asks: “Par aapko Gujrati toh aati nahi?”
The husband earnestly replies: “Toh kya, taali bajaana toh aata hai!”
The shot pans out with a voiceover: “Max Life Insurance Aapke Sacche Advisor” followed by the statutory disclaimer.
Creative Agency: Oglivy & Mather
National Creative Director: Abhijit Awasthi
Senior Creative Director: Vikash Chemjong
Senior Creative Director: Basabjit Mazumdar
Associate Creative Director: Ranadeep Dassgupta
Senior Art Director: Rakesh Ranjan
President: Neeraj Bassi
Planning Director: Neha Chopra
President - Branch Head, Oglivy North: Kapil Arora
Vice-President: Antara Suri
Account Director: Dushyant Jethani
Account Executive: Tejasvi Kaler