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Max Life Insurance digital campaign gives consumers a second chance

24-January-2015
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Max Life Insurance digital campaign gives consumers a second chance

Max Life Insurance has launched a digital campaign titled, ‘Second Chance’, to generate public awareness about the need for protection through life insurance.

The campaign comprises two videos, wherein people share how life gave them a rare second chance.

“In India, insurance is majorly considered as an investment option. Not too many people see it as an essential part of financial planning. With this campaign, we have tried to create awareness about the need for protecting one’s life through real life stories and encourage people to consider protecting one’s life for the sake of not just themselves but more so for their families,” said Anisha Motwani, Director and Chief Marketing Officer, Max Life Insurance.

She added, “We decided to take the digital route in this campaign as customers are more tech-savvy and inclined towards buying protection plans online. The Max Life Online Term Plan is born out of customer insights, focuses on ease of purchase and provides advice at every step of the purchase process. This plan, with unique offerings, is only the start and an attempt to bridge the gaps in the online term plan offerings in the market.”

Max Life plans to run the campaign through social media platforms like You Tube, Facebook and Twitter, directing people to a website where they can watch videos, get inspired from stories of people who have had near-death experiences and take steps to protect their families. On this website, people will also be able to share their incidence of ‘second chance’.  Max Life will also reach out to bloggers and opinion leaders who command a following on the internet and urge them to request people to protect their loved ones.

Ogilvy & Mather, Delhi, is the creative agency for the campaign.

Click to watch vidoes: https://www.youtube.com/watch?v=BS4hsfusfjo

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