Max New York Life's new campaign is based on the insight that young parents do not realise the significance of planning their child's higher education in time. Promoting the company's 'College Plan', the film created by Ogilvy & Mather promotes the concept of investing early for a child's higher education needs.
Watch the TVC (story continues below)
The voiceover introduces a young kid (Bunty) playing behind a car as his young dad playfully asks, “Isn't the kid cute?”. As the background changes to bring in more characteristics of the kid like his transport (cycle), his friends, and even his fees. The kid's mother walks in and informs her husband about the cost of paying Bunty's school fees which is Rs.2000, he confidently assures her about doing it. As the background changes again to reveal Bunty as a teenager after 15 years, the voiceover again introduces his new mode of transport (motorbike) and his new friends, his mother comes out and informs an older-looking dad about paying Bunty's college fees amounting to Rs. 10 lakhs. Hearing the amount, the guy holds his heart and faints. The film ends with voiceover informing that to avoid getting a shock in future about your child's college fees, invest in the new plan from the company.
On the consumer insight behind the campaign, Anisha Motwani, director and chief marketing officer, Max New York Life, said, “The general insight that we had was that there are a lot of child related plans in the market, but parents are a bit confused about what plans are for what objectives. Because with respect to a child, there are different milestones like education, savings for the child, marriage, etc. So, there are multiple needs with respect to children. Child's education is a very big and specific need. What most young parents realize is the fact that it is important to plan for their child's higher / college education, but they don't really know when to start and what to plan for. The new campaign tries to educate these parents about this need.”
Commenting about the film, Abhijit Avasthi, national creative director, Ogilvy & Mather India, said, “Moving away from the typical treatment for an insurance commercial, we used a combination of still and moving images for this film. Continuing with the humour aspect of presenting insurance, the way the TVC has been shot is itself a clutter breaker.”
Beverage giant says it is reaping the rewards of a "more efficient and effective" approach to marketing. It is preparing for further change next year following the conclusion of its agency review, expected in Q4