Max Life unveils 'Bharose Ka Number' campaign

Max Life Insurance Company Ltd. has unveiled an ad campaign “Bharose Ka Number”, highlighting the company’s consistent performance in the claims paid ratio in the last five years, thereby reiterating its commitment towards cementing customer trust. The campaign comes at a time when individuals remain affected by the pandemic and it’s important to encourage one to ensure their loved ones are financially protected from future uncertainties.

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The commercial states that while your family trusts you to give them the right guidance, you can believe in Max Life’s 99.22% claims paid ratio or ‘Bharose Ka Number’ to carry the responsibility of taking care of your family’s financial protection needs.

Aalok Bhan, Director and Chief Marketing Officer, Max Life, said, “Claims and life insurance can sometimes be difficult to comprehend, but we believe this to be the most apt time to make the two topics relatable and relevant for our customers as financial protection is paramount in our current reality. Delivering the same message in a light-hearted father-son banter through the means of our newly launched TVC, we wish to create greater customer awareness of the importance of claims paid ratio that one must trust when buying a life insurance policy. At Max Life, our claims paid ratio or Bharose Ka Number is the ultimate hallmark of our credibility and trust, and reflects our promise to our customers, reassuring them of the kind of security they can expect should an eventuality arise.”

The ad film opens up with a scene between a father (Abhay Deol) and his son where the father dresses up formally for an online meeting in times of work from home and the child, looking at this unusual situation, is seen wondering why his father got dressed up for a video conference. The father smiles and remarks “Important presentation hai”. The next day, as the father walks into the living room, he notices that his son is polishing his school shoes. As he keeps staring at the kid questioningly, the kid looks up, shrugs and replies – “Important school presentation hai”, before he goes to his own laptop screen and begin his online classes for the day. 

‘Inhe bharosa hai ki aap hamesha sahi karoge’ (they trust you to always do the right thing), is the compelling note that the ad film concludes on, urging viewers to trust Max Life Insurance’s Bharose Ka Number – its 99.22% claims paid ratio, so that loved ones experience a secured and happy future.

The campaign has been conceptualised by Saatchi & Saatchi Propagate.

 “The ‘Bharose ka Number’ project as it has come to be known is our very first project with Max Life. The entire process from pitch to execution was done on video calls, con-calls and online groups.
It’s been an exhausting but fabulous collaborative experience with a marketing team that has backed us to the hilt. And while we couldn’t have asked for a better beginning to the relationship, I say ‘the best is yet to come!,” said Rohit Malkani, National Executive Creative Director, L&K Saatchi & Saatchi.

Furthermore, in the trying times of Covid-19 pandemic enforced lockdown, the company has strengthened its personalised claims services by enabling claimants to intimate claims online or from home via email and WhatsApp. This is in addition to the initiative started about two years ago where a dedicated claims officer is assigned to the new claims filed with the company and handhold the nominees throughout the claim settlement process.

In addition to the television commercial, the ad film is being effected via digital and social media.  

^*Source: Max Life Annual Audited Financials FY19-20

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