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Secure financial future of loved ones, Max Life says in its campaign

Conceptualised by Tribha, the film says just as one trusts their family to be there during uncertain times, one can trust Max Life’s unwavering commitment towards ensuring family’s financial protection in adverse times

Click on the Image to watch the TVC.

Max Life Insurance Company has unveiled an ad campaign ‘India ke Bharose ka number’, highlighting the company’s consistent performance in claims paid ratio over the last five years. Max Life’s claims paid ratio stands at 99.35%, beating its past five-year records, and is a testimony of the trust customers place in the brand in these adverse times.

The heart-warming TVC opens with a scene from a typical millennial family, capturing Boman Irani as a father in multi-dimensional trustable role he plays within the family. From being a supporting husband to his wife, a doting dad to his daughter and a helping friend to his son, the ad showcases various instances with him as the go-to individual, who is trusted and relied upon by every member in the family.

The ad film concludes on a compelling note that your family and loved ones trust you to play the right role in every situation. Similarly, the India ke Bharose ka number’ forms the bedrock of the relationship with the customer. Just as one trusts their family to be there during uncertain times, one can trust Max Life’s unwavering commitment towards ensuring family’s financial protection in adverse times.

Aalok Bhan, Director and Chief Marketing Officer, Max Life Insurance, said, “It gives me great pride to unveil the new TV campaign on ‘India ke Bharose ka number’, which brings our purpose as a company to the forefront, to protect people against risks and uncertainties and honour the trust placed by our customers. Our claims paid ratio, or ‘India ke Bharose ka number’, is the ultimate hallmark of our credibility, and reflects the commitment of our promise made to our customers, reassuring them of the kind of financial security they can expect should an eventuality arise. Through the new campaign, the intent was to showcase how one can, and should, play a part in ensuring they safeguard their family’s best interests for an unforeseeable future.”

Actor Boman Irani said, “This TVC is close to my heart as it’s a reflection of what I do in my daily life as well. Covid-19 has disrupted and interfered rituals and routines in every family and all of us have experienced modifications in family engagement. What remains constant is the trust (Bharosa) in your ability to protect your family from uncertainties. Similarly, it is essential to choose a life insurance partner who can secure your loved ones financially and Max Life claims paid ratio, ensures the trust factor.”

In line with the company’s focus on becoming a digital-first insurer, Max Life deployed predictive analytics-based underwriting models and robust fraud management strengthened by the digitisation of forensic controls. This enabled Max Life to improve its claims paid ratio from 97.81% in FY’17 to 99.35% in FY’21, despite Covid challenges.

Sonal Dabral, Founder/CCO, Tribha, said, “In these challenging and unpredictable times, a campaign that promotes insurance and protection for the family takes on a more important role than just selling the product. It was a pleasure for me to conceptualise and direct Max Life Insurance’s ‘India ke Bharose ka number’ campaign. A simple message for the breadwinners of the families: just the way they are always there taking care of their family, Max Life Insurance is also always there by their side. The proof being the brand’s ever-increasing claims paid ratio number. Hopefully, this campaign will encourage the target audience to buy the right amount of insurance and protection for their family.”

In addition to the television commercial, the ad film is live on digital and social media.  


Creative Agency: Tribha

Production House: Kailash Picture Company

Director: Sonal Dabral

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