Max Life Insurance Company, announced the launch of its latest TV campaign with their new brand ambassadors, captain of the men’s Indian Cricket Team Rohit Sharma and his wife, Ritika Sajdeh. The ad campaign marks the power couple’s on-screen debut together, where they are seen championing fiscal planning and the adoption of term insurance.
In the TVC, Rohit and Ritika are seen engaging in a playful conversation about her gesture of crossing her fingers during all his matches. Capturing the brand essence, the film highlights how our loved ones support and encourage us to achieve our true potential and realise our ‘real’ value. Similarly, Max Life plays an integral role as a trusted partner in the lives of its customers ensuring they make prudent investment choices when it comes to financial planning for their families. This is further endorsed by ‘India ke Bharose ka number’, that’s a testimony to the company’s consistent performance in claims paid ratio over the last five years.
Rahul Talwar, Chief Marketing Officer, Max Life Insurance, said, “Our brand ambassadors - Rohit and Ritika are the perfect example of a trusted partnership, each one enabling the other to realize their ‘real’ value and achieve their goals. More importantly, they are firm believers in being equal participants in making decisions to protect the financial future of their family. Together, they personify our philosophy ‘You are the Difference’ and align with our ideals to financially protect customers against life’s uncertainties. Through our protection campaign, we are driving home the importance of early financial planning - especially among young consumers- encouraging them to be aware and prepared for all eventualities.”
Rohit Sharma said, “This is my first TVC with Ritika and shall always remain close to my heart. We have captured the importance of ‘bharosa and real value’, and its increasing relevance especially in the current times. I resonate very well with this ideology as a cricketer and believe that preparation is the first step in arming yourself against unforeseeable challenges. The key is to plan early and secure your family’s today and tomorrow.”
Ritika Sajdeh said, “Protecting, valuing, and securing the family is of utmost importance to me and I would advocate the same to everyone else. Families should think long-term and focus strongly on complete well-being. It is reassuring that Max life honours the trust placed by customers and lives up to its purpose of securing lives and protecting their future goals.”
Director Anupam Mishra added, “Max Life’s latest campaign goes on to establish that in the game of life, it is imperative to gear up well by calculating risks, not just physical but also financial. The script is a perfect blend of substance and humour and delivers the right message to our audience.”
In addition to the television commercial, the film is being promoted via digital and social media. Tapping regional markets, the TVC will also release in six languages i.e. Marathi, Gujarati, Tamil, Telugu, Kannada and Malayalam.
Creative Agency: FCB Interface
Production House: Belief Films (Producer: Simran Rao)
Director: Anupam Mishra