And the Devil is back in Max Life's new campaign

New campaign comprising a set of three TVCs, conceptualised by Ogilvy & Mather, reinforces the brand's post sale promise by building on the 'Aapke Sachche Advisors' theme

BestMediaInfo Bureau
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And the Devil is back in Max Life's new campaign

And the Devil is back in Max Life's new campaign

New campaign comprising a set of three TVCs, conceptualised by Ogilvy & Mather, reinforces the brand's post sale promise by building on the 'Aapke Sachche Advisors' theme

BestMediaInfo Bureau | Mumbai | March 4, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Max Life Insurance is back with its devil of a campaign, continuing its earlier one 'Aapke Sachche Advisors'. Conceptualised by Ogilvy & Mather, the campaign brings back the concept of angel and devil to re-emphasise the brand's trusted promise and quality of advice.

Anisha Motwani, Director and Chief Marketing Officer, Max Life Insurance, said, “Amongst all the financial instruments, life insurance has the longest relationship term with a customer. In fact, the real relationship with the customer only starts taking shape after the policy is bought, and does not end with a transaction being completed. At Max Life we are guided by the principles of service excellence towards our customers, hence providing them with prompt, reliable, and quality services is our top most priority.”

The campaign is a reminder of how Max Life boasts of a superior post sales service. Like its earlier campaign, this one too shows a part of the company policy through the line “Policy dene ke baad humara rishta khatam nahi, shuru hota hai”.

A set of three went on air at the end of February. The TVCs re-emphasize Max Life Insurance's brand promise of quality advice, honesty and transparency in services, which is reflected through the practices followed by the company's agent advisors.

“Our new TVCs are thus aimed at establishing a deeper bond with the life insurance industry audience at large. Through these ads we also seek to reinforce the idea of importance of identifying a reliable company, evaluating the correct selling behaviour and service orientation of agent advisors when seeking to buy life insurance products," explained Motwani.

“Through this campaign Max Life Insurance has taken the brand philosophy of 'Sachchi Advice' to the next level by highlighting their commitment towards customers. The agent-devil format worked wonders for the brand in the last campaign and we are sure that this time again, with the freshness brought in by lady devil and agent and new situations, it will bring that smile back on our audience's faces and an even deeper trust in the brand,” said Abhijit Avasthi, National Creative Director, Ogilvy & Mather.

The first TVC highlights the Max Life Insurance's promise of settlement of claims within 10 days. Here a customer is seen reflecting aloud his concerns on claims to a Max Life agent advisor. While the agent advisor explains Max Life's promise of claims settlement in 10 days from receipt of documents and an entitlement of interest payout in case of delay, the devil tries to lure him to lie to the customer about it. However, the agent keeps the best interest of the customer first and confidently shares the correct details with him.

The second TVC also focuses on the quality of service delivered by agent advisors of Max Life Insurance. Here a woman agent is seen sitting in a beauty salon when her phone rings. As she reaches out to pick up the phone, a devil appears and tries to stop her from doing so as it is a Sunday. However, the agent answers the phone and speaks to the customer who wants to enquire about the procedure for change of address. The devil continues to distract the agent, while the agent advisor asks the customer send the papers to Max Life Insurance and volunteers to take it forward from him. The TVC highlights the extent to which Max Life agents are committed to their clients and reflects their eagerness to make themselves available whenever needed.

The third TVC showcases the self-discipline and initiatives taken by Max Life Insurance to develop a relationship with its customers. An agent is seen delivering a policy by hand to his customer. The customers asks the agent that why did he come in person when he could have posted the policy to him. A devil appears and makes fun of the agent saying I told you to do so. The agent pays no heed and politely replies to the customer that it's his duty to explain the customer's rights to him in person, which a postman could not have done. He also shares with the customer that the policy can be returned within 15 days if he doesn't like it. The devil tries to stop the agent but the agent continues to do his work in complete honesty.

The TVCs:


Creative Agency: Ogilvy & Mather

National Creative Director: Abhijit Avasthi

Senior Creative Director:  Vikash Chemjong

Senior Creative Director:  Basabjit Majumdar

Associate Creative Director:  Ranadeep Dasgupta

Senior Art Director: Rakesh Ranjan

Planning: Neeraj Bassi, President; Vandana Nath, VP; Neha Chopra, Planning Director

Account Management: Kapil Arora, President & Branch Head, Ogilvy North; Antara Suri, VP - Client Services; Dushyant Jethani, Account Director; Tejasvi Kaler, Senior Account Executive

Production House: Corcoise Films

Director: Bhavesh Kapadia

Producer: Cyrus Pagdiwala