Dentsu Creative Impact has been been appointed by Max India Limited to handle creative duties of its corporate brand identity. Max India comprises Max Life, Max Healthcare, Max Bupa Health Insurance, Max Neeman and Max Speciality Films.
The agency has also won the creative duties for Antara, a new brand under Max India, which is in the business of residential communities for people over the age of sixty.
Nitin Thakur, head - communications, Max India, said, "We were looking for a creative partner to help us think through a distinct and meaningful positioning of brand Max that reflects our ethos and is a powerful enough core for our Group businesses to build their individual product positioning around it.”
On the choice of Dentsu, Thakur added, “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.”
Rohit Ohri, executive chairman, Dentsu India Group, said “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. Another opportunity for us to demonstrate our integrated communication thinking.”