Dentsu Creative Impact wins creative duties for Max India

The agency has won the business based on its strategy and the vision for the entire brand.

Dentsu Creative Impact has won the creative duties for Max India's corporate business. The agency won the business based on its strategy and vision for brand Max.

In an official communiqué, Nitin Thakur, head, communications, Max India, says, "We were looking for a creative partner to help us think through a distinct and meaningful positioning of brand Max. 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."

The agency will manage the corporate brand Max India apart from the newly launched brand, Antara.

Rohit Ohri, executive chairman, Dentsu India Group, says, "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."

For the record, Max India's service-oriented business revolves around the theme, 'Life'. The company also enjoys relationships with its joint venture partners - Fortune 100 company New York Life, South African healthcare major Life Healthcare and international healthcare provider, Bupa.