Indian campaign drives home importance of insurance

In a country still unaccustomed to third-party life insurance, Max Life's ad from Ogilvy & Mather, Delhi, urges viewers to set aside money for the unexpected

MUMBAI — In a country where third-party life insurance is still a new concept, Max Life Insurance has launched a TV commercial for its online term plan.

The campaign, created by Ogilvy & Mather, Delhi, helps explain the wisdom of purchasing life insurance instead of spending the money on tempting diversions.

The ad focuses on a customer and his alter-ego. As the protagonist prepares to buy life insurance online, his alter ego tries to dissuade him because he is healthy and has vacations and other ways to spend his money. Despite the distractions, the customer buys the Max Life Insurance Online Term Plan because it is important to secure the future of his family first.

Anisha Motwani, director and chief marketing officer, Max Life Insurance, said, "Most people do not understand the importance of life insurance from the perspective of securing the financial future of their family in case of an unplanned event in life. It is largely seen as an investment option. Also, most people tend to live under the shadows of misplaced optimism, believing that misfortune will never strike them and postpone buying life insurance over things that provide immediate gratification. Through this TVC, Max Life Insurance is re-emphasising on the importance of protection, thereby encouraging them to take action." 

Max Life Insurance recently ran a social media campaign showcasing video stories of real people who came close to death and were inspired to protect their families.

Max Life and other private insurance companies are relative newcomers to India, which opened the industry to competition in 2000. The state-owned Life Insurance Corporation of India remains India's largest provider, but online insurance purchases are picking up steam.

Campaign credits

Client: Max Life Insurance
Agency: Ogilvy & Mather, Delhi
Production House: White Light Moving Picture Company
Directors: Subir Chatterjee and Namita Roy Ghosh

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