Max Life Insurance has rolled out a campaign featuring actor Boman Irani to create awareness about the need for a term insurance plan for homemakers.
Conceptualised by Tribha, the film aims to empower women to financially protect their families. The film features Irani as the protagonist who motivates women to skill themselves in the art of self-defence, while being able to have the financial freedom to protect their family’s future, independent of their husband’s income proof.
Rahul Talwar, chief marketing officer, Max Life Insurance, said, “Max Life firmly believes in encouraging consumers to embrace their ‘real value’, and homemakers form an important segment whose contribution to society is priceless. We are excited to launch our campaign with Disney+ Hotstar, the leading OTT service in the country. This association opens up avenues to reach a wider, gender-balanced audience; helping us promote the positive and reaffirming message conveyed in the film. Currently, homemakers in India are allowed term cover only as an add-on to their earning spouse’s cover. This term plan offering will help secure female homemakers’ lives independent of their spouse’s income. This association is a step towards empowering Indian women and enabling greater financial inclusion by protecting them in challenging times.”
Client: Max Life Insurance
Creative Agency: Tribha
Production house: Kailash Picture Company
Director: Sonal Dabral
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