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Max New York Life’s new campaign seeks to build trust

17-April-2012
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Max New York Life’s new campaign seeks to build trust

Max New York Life’s latest brand campaign, conceptualised by O&M, focuses on the key industry issue of trust deficit associated with insurance agents.

The campaign titled, ‘Aapke Sachche Advisor’ that went on air on April 14, has been crafted to take the industry concern of mis-selling head-on and focuses on Max New York Life’s brand promise of need-based selling and quality of advice.

Commenting on the brand campaign, Anisha Motwani, Director and Chief Marketing Officer, Max New York Life Insurance said, “The life insurance industry is maligned by the perception of large scale mis-selling, primarily on account of the agents who take advantage of the consumer’s lack of financial understanding and ignore their actual need. This, however, is not true for all agents and hence, it would not be appropriate to tar the image of an entire industry based on such perceptions.”

She further said, “This campaign has been designed to extend beyond promoting life insurance policies and products and begin establishing trust with the consumers. This will be done by educating them on how to identify a customer-centric company and evaluate the correct selling behaviour of the agent.”

The first leg of the campaign is a TVC that features a ‘Sachcha advisor’ who highlights need-based sales process for customers and believes in providing the right advice. This agent is constantly being lured by another character, ‘the bad agent’, to give wrong advice to make a sale. However, the ‘Sachcha advisor’ sticks to his ethics and provides the right advice to his potential customer.

The TVC is being followed by a 360-degree brand campaign. The communication programme comprises various consumer engagement initiatives on digital and social media platforms, as well as innovative outdoor marketing.

One of the interesting components of this campaign will be ‘nukkad nataks’ or street plays that will be initiated to spread awareness. The street plays will be staged in tier I cities to begin with and later spread to tier II as the campaign gains momentum.

Campaign credits:
Creative agency: O&M
Creative Director: Abhijit Avasthi
Production House: Corcoise Films
Director: Prasoon Pandey

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