Max Life Insurance attempts serious relationship

The five-week campaign is an extension of the 'Aap ke sachche advisors' brand philosophy.

Max Life Insurance has launched a new campaign that brings back its memorable agent-devil format. An extension of its brand campaign 'Aap ke sachche advisors', the campaign's tagline 'Policy dene ke baad humara rishta khatam nahi, shuru hota hai' is brought out with new scenarios and fresh insight. The fresh approach to the brand's propositions - quality of advice, honesty and transparency in services - aim to carve a niche for the brand in the competitive insurance space.

The three films titled 'Claims', 'Delivery' and 'Service promise' show the invisible devil who lures, distracts or forces insurance agents to lie, misinform or exaggerate the claims on the policy offered.

While the 'Claims' TVC shows the agent assuring the customer of settling the claim within 10 days, in 'Delivery' the agent personally delivers the policy to the customer to ensure there are no queries. In case the customer is not satisfied with the policy, he/she can return it within 15 days. The 'Service promise' shows a woman agent at a beauty salon, when she takes a call from a customer on Sunday to answer queries.

The campaign is aimed at men in the age group of 25-44 years from SEC A and B. The campaign will be aired on GECs, movie channels, news channels, regional and lifestyle channels.

The campaign, which will last for five weeks, has been created by Ogilvy & Mather. Abhijit Avasthi, national creative director, Ogilvy & Mather, says that the current campaign takes the brand's promise of giving genuine advice to the next level and highlights the brand's commitment to its customers.

On sticking with the agent-devil format, Avasthi says that this has worked "wonders" for the brand in its last campaign. "We are sure the freshness brought in by the lady devil and agent, and new situations, will bring that smile back on audience's faces and an even deeper trust on the brand," Avasthi avers.

Talking about the insight behind the campaign, Anisha Motwani, director and chief marketing officer, Max Life Insurance, says that amongst all the financial instruments, life insurance has the longest relationship term with a customer. And, the relationship actually begins after the customer buys the policy. "At Max Life, we are guided by the principles of service excellence towards our customers. Hence, providing them with prompt, reliable and quality services is our topmost priority," Motwani says.

Motwani adds that the campaign intends to establish a deeper bond with the life insurance industry audience. "We are hoping to reinforce the idea of importance of identifying a reliable company, evaluating the correct selling behaviour and service orientation of agent/advisors when buying life insurance products," she states.

The brand unveiled its last campaign in 2013.