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Max Life highlights the power of ‘Sachchi Advice’

Conceptualised by Ogilvy & Mather, the TVC showcases how the insurance company gives transparent and thought-through advice, much like the advice given by those closest to us

BestMediaInfo Bureau | Mumbai | August 27, 2015

Sachchi-Advice Click on the image to watch the TVC.

Max Life Insurance’s latest campaign – ‘Sachchi Advice’ – emphasises on the importance of honest advice, which usually comes from someone who has a genuine interest in our welfare. The central theme of the campaign, conceptualised by Ogilvy & Mather, is well captured with the tagline, ‘Sachchi Advice sirf apne hi dete hain’. The campaign will air for a period of six weeks, beginning August 20, 2015.

The campaign brings alive ‘Sachchi Advice’ through an engaging story of two brothers playing carrom in their home. The older brother suggests to the younger one to start saving instead of buying an expensive phone. This is followed a few seconds later with another suggestion to buy a less expensive phone and use the remaining amount to invest in an insurance policy. The younger brother casually shrugs off his older brother’s suggestions with a few tongue-in-cheek retorts and asks why his older brother, at his age, had not thought it important to save for the future.

The older brother replies that when he was younger, he didn’t have a caring older brother like he is now to advise him accordingly. This one sentence is the very thread that weaves the campaign together. The ad showcases the reality of every household, that is, the young usually shrug off any advice that comes from the elders. However, the truth is that it’s only those who care for us, who have a genuine interest in our welfare and are the ones who give us the most honest advice. That’s why, ‘Sachchi advice sirf apne hi dete hain’.

Piyush Pandey Piyush Pandey

Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather, remarked, “The new film for Max Life is taking the idea of guidance forward into the space of ‘Sachchi Advice’ or the true recommendation. In my experience, you get good advice from a lot of people, but you never get the ‘Sachchi Advice’ that only your family can give, particularly your older brother.  If you don’t believe me, ask my younger brother Prasoon Pandey. I feel that this film is going to strengthen the brand Max Life in keeping with the brand’s values.”

Manik Nangia, Director and Chief Digital Officer, Max Life Insurance, added here, “Max Life Insurance has always stood for honesty and transparency in the sector, which, for the most part, is seen as untrusting. We have built our equity and differentiation over the last few years on the value of ‘Honesty’. Earlier, we highlighted the honest and straightforward dealings our advisors have with our customers, seeding the proposition of ‘Aapke Sachche Advisor’.”

Nangia further said, “We are now looking to take this to the next level by moving beyond the relationship that our advisors have with our clients, to the value that is inherent in our organisation. Max Life Insurance lives the value of honesty in everything it does, and will, going forward, stand for ‘Sachchi Advice’. ‘Sachchi Advice’ is a transparent and thought-through advice that Max Life Insurance believes benefits each of its customers, much like the advice given by those closest to us, keeping our best interest in mind. We are looking to further break the barrier of distrust through our new campaign by trying to send the message that not only are we as a company committed to do what is right, but that we will always give you honest or ‘Sachchi Advice’ because we care and have your best interests at heart.”

To ensure maximum reach, Max Life plans to amplify the campaign via television, radio and social media. The digital media route will also be used to create conversations and invite customers to share their personal experiences of ‘Sachchi Advice’ that changed their lives. Through these mediums, Max Life is looking to connect with its customers on a more personal level.

The TVC:



Brand: Max Life Insurance

Creative agency: Ogilvy & Mather

Director: Vivek Kakkad

Producer: Shahzad Bhagwagar

Creative: Piyush Pandey, Ajay Gahlaut, Vikash Chemjong, Basabjit Majumdar, Ranadeep Dasgupta

Account Management: Kapil Arora, Amarinder Butalia, Vaibhav Bist, Paavani Kaul

DOP: Anil Mehta

Music Director: Abhishek Arora

DA: Abhishek Sinha

Associate Producer: Prasanna Naik

Art Director: Dhara Jain

Offline Editor: Shivkumar Panicker

Online Editor: Rajiv Sundararaju

Sound Designer: Darshan Nair

Post Supervisor: Akshay Kamble

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