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Max Life bets on #SecondChance for promoting life insurance

Ogilvy, the creative agency for the brand, has released two videos with real stories of people, narrating how their lives have given them second chance which in most cases is rare

Max Life bets on #SecondChance for promoting life insurance

Ogilvy, the creative agency for the brand, has released two videos with real stories of people, narrating how their lives have given them second chance which in most cases is rare

BestMediaInfo Bureau | Mumbai | January 27, 2015

Max-Life Click on the image to watch the TVC.

Max Life Insurance has undertaken a digital campaign named ‘Second Chance’ to create public awareness about the need for protection through life insurance. The campaign by Ogilvy has been conceived to make people re-think about the fact that no one is immortal in the world, life is uncertain and misfortune can strike anyone, anytime.

Consisting of two videos with real stories of people narrating how their lives have given them a second chance which in most cases is rare. The videos also showcase the experience of the family members in the vulnerable and tragic condition.

anisha-motwaniAnisha Motwani, Director and Chief Marketing Officer, Max Life Insurance, said, “In India, insurance is majorly considered as an investment option; not too many people see it as an essential part of financial planning. We also tend to live under the shadows of misplaced optimism, making us believe that misfortune will never strike us. With this campaign we have tried to create awareness about the need for protecting one’s life through real life stories and encourage people to think and consider protecting one’s life for the sake of not just themselves but more so for their families.”

Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, Delhi, pointed out that insurance is such a category where regular advertising doesn’t seem to establish the urgency of taking it. “It simply doesn’t seem real. So in order to create something convincing enough for people to consider the importance of life insurance, we wanted to seek stories from real life,” he explained.

Pointing out that customers are more tech savvy and inclined towards buying protection plans online, Motwani informed that the brand plans to run the campaign through social media platforms like YouTube, Facebook and Twitter, directing people to a website where they can view videos, get inspired from stories of real people who have had near death experiences personal instances and take steps to protect their family.

On this website, people will also be able to share their real incidents of ‘Second Chance’.  Max Life will also reach out to bloggers and opinion leaders who command a following on the internet and ask them to rally around the cause and urge people to protect their loved ones.

The TVC:

[youtube]https://www.youtube.com/watch?v=ZJFBUBszZHw[/youtube]

[youtube]https://www.youtube.com/watch?v=BS4hsfusfjo[/youtube]

Credits:

Brand: Max Life Insurance Creative Agency: Ogilvy & Mather, Delhi Creative: Abhijit Avasthi, Vikas Chemjong, Basabjit Majumdar, Ranadeep Dasgupta, Gour Mukherjee Account Management: Kapil Arora, Varsha Raina, Antara Suri, Vaibhav Bist and Paavani Kaul Planning: Neeraj Bassi and Vandana Nath Director: Paul Joji Kokkat Producer: Gurmeet Sodhi DOP: Amitabha Singh Music Director: Ajinkya Iyer

info@bestmediainfo.com

Info@BestMediaInfo.com

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