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Max India appoints Dentsu Creative Impact

31-July-2012
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Max India appoints Dentsu Creative Impact

Dentsu Creative Impact has been awarded the creative duties for Max India, a multi-business corporate with presence in life insurance (Max Life), healthcare (Max Healthcare), health insurance (Max Bupa Health Insurance), clinical Research (Max Neeman) and the manufacturing of speciality products for the packaging industry (Max Speciality Films).

The agency has also won the creative mandate for the newest brand within the Max India Group - Antara, which is in the business of redefining how seniors live in India today through their upcoming residential communities for people over the age of sixty.

“We were looking for a creative partner to help us think through a distinct and meaningful positioning of brand Max that reflects our ethos and is a powerful enough core for our Group businesses to build their individual product positioning around it,” said Nitin Thakur, Head – Communications, Max India.

On the choice of Dentsu, Thakur added, “Two things about Dentsu’s approach stood out for us. While strategy was at the forefront, the enthusiasm displayed by the new team at Dentsu Creative Impact helped fortify our belief that a lot of fresh thinking is on the cards for a stronger and resurgent Brand Max.”

Rohit Ohri, Executive Chairman, Dentsu India Group, said “We’re really excited to partner Max India in its next phase of growth and development in the market. Max India is focused on creating positive social impact in the country through its businesses. This vision offers us a unique opportunity to create communication that not only connects with audiences at multiple emotional levels but also through a wide variety of touch points.”

Max India focuses on people and service-oriented businesses, the core of which revolves around ‘Life’. The Group is credited with forging and successfully nurturing strong and fruitful business relationships with leading global companies over the years. Max India enjoys strong relationships with its JV partners – Fortune 100 company New York Life, South African healthcare major Life Healthcare and leading international healthcare provider, Bupa.

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