Life is as unpredictable as a game and the beauty of it lies in knowing how to play it well. Who better than the current Indian captain, Rahul Dravid, to tell you this? Capturing the ‘essence’ of ‘winning the game of life’, Max New York Life has unfolded an eight-part campaign with the Indian skipper as the brand ambassador, which would hit media on July 30, the day the India team takes the field for the Tri-series in Sri Lanka.
After building an image of “Indianness” with tri-coloured faces and the spirit of Goddess Durga in the previous campaign, the insurance company has taken a detour this time with the new Indian captain to establish ‘trust’. Also, the company has tapped the Indian spirit differently with a ‘dose of advice’.
In the eight 30-second TVCs, Equus Advertising has captured Dravid being advised by a barber, a restaurant waiter, cab driver, departmental store owner, librarian, a gym trainer, among others, on how to ‘get the right stroke’.
But the essence of the ad lies in the way Dravid ends it – “Everybody gives advice, but the question is whom do you take your advice from?”
On the client’s brief, Debashish Sarkar, Head of Marketing, Max New York Life, said, “Giving advice comes naturally to Indians and yet most of the times people tend to be confused even after taking advice from so many people. With this campaign, we have captured what happens generally with Indian captains, who are bombarded by advice from almost everybody, incorporate only what’s truly worth listening to.”
Sarkar explained that having established the company – “who we are and what we want to do?” – it was time that “a dialogue was set with the consumers”. The company’s brief to the agency was to get this dialogue on.
Max New York Life has spent over Rs 50 lakh for the campaign and is expecting great results from the TVCs, which will be extended to the outdoors at a later stage.
Equus should get the kudos for making the ‘tough’ cricketer soften in front of the camera. “The idea is to make people smile and associate insurance with ‘happiness’, ‘trust’ and ‘well being’. At the same time, with the commercials we have created characters from the Indian diaspora so that everybody connects to the situation,” said Swapan Seth, Co-CEO, Equus Advertising.
And, just as the whole country would expect to witness the country’s most resilient cricketer lead the way on July 30, Max New York Life and Equus would only wait for the rub-off and of course cheer the brand ambassador all the way!