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Devil gives way to ‘Alter Ego’ in Max Life Insurance’s new campaign

The TVC, conceptualised by Ogilvy & Mather, is based on the insight of procrastination when it comes to buying life insurance

BestMediaInfo Bureau | Mumbai | March 11, 2015

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

Max Life Insurance has rolled out a new television campaign, titled ‘Alter Ego’, for its Online Term Plan. The TVC, conceptualised by Ogilvy & Mather, is based on the insight of procrastination when it comes to buying life insurance and prioritising other purchases that offer immediate gratification. It thus, re-emphasises the fact that life is full of uncertainties and one needs to be financially prepared for it first.

Ajay Gahlaut Ajay Gahlaut

Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, elaborated, “The idea was to take the Agent-Devil campaign forward, but this time, since the product is an Online Term Plan, there was no agent. However, the thought was ‘procrastination’, so the idea was to create an alter ego, who was not the negative, but a more relaxed, laid-back side of the consumer. The interplay attempts to bring out the importance of not delaying the decision of securing one’s family.”

The TVC is built around the idea of a customer and his own alter ego. The film opens with the male protagonist trying to buy life insurance online, however, his alter ego appears and tries to dissuade him from doing so. The alter ego presents various reasons like the protagonist being in good health, planning for a holiday trip first, and other immediate priorities to discourage him from buying life insurance. However, instead of being influenced by the suggestions of the alter ego, he goes ahead and buys the ‘Max Life Insurance Online Term Plan’, emphasising on the point that it is important to secure the future of his family first.

Anisha Motwani Anisha Motwani

Commenting on the new campaign, Anisha Motwani, Director & Chief Marketing Officer, Max Life Insurance, said, “Most people do not understand the importance of life insurance from the perspective of securing the financial future of their family in case of an unplanned event in life. It is largely seen as an investment option. Also, most people tend to live under the shadow of misplaced optimism, believing that misfortune will never strike them and postpone buying life insurance over things that provide immediate gratification. Through this TVC, Max Life Insurance is re-emphasising on the importance of protection, thereby encouraging them to take action.”

The TVC:



Agency: Ogilvy & Mather, Delhi

Executive Creative Director: Ajay Gahlaut

Production House: White Light Moving Picture Company Pvt Ltd

Director: Subir Chatterjee and Namita Roy Ghosh

Actor: Sagar Deshmukh

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