Max India released its first corporate film on 26 January 2013, as part of a campaign ‘For life’. The corporate campaign seeks to consolidate Max India’s offerings in the spaces of insurance and healthcare segments under one umbrella brand, Max.
Madison’s Platinum Media has been roped in to handle media duties of the corporate brand. The agency will handle planning and buying across traditional media, besides handling the digital mandate including search, display, social, video and mobile. The agency has been handling the media business of one of Max India’s subsidiaries, Max Life Insurance, since 2008.
Dentsu Creative Impact came on board as the creative agency in mid-2012, mandated with the corporate brand and a new brand Antara under the Max India fold.
The film created by Dentsu Creative Impact uses a trampoline to bring out the key message that Max India helps you bounce back in life with its offerings. The ad opens with multiple trampolines placed in the open. People of different age groups are surprised, yet eager to experience them. According to the brand, the film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’. Through the film, a remix of the old Bollywood hit, ‘Sar jo tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye’ plays in the background.
On the campaign, Vibha Rishi, executive director, brand and human capital, Max India, said, “Max gets the opportunity to interact with millions of lives through many million moments of truth. Each interaction results in a memorable and satisfying experience. We literally serve your need for health, wealth and happiness. The brand positioning captures this sentiment with two simple words… ‘For life’. Our customers need help in navigating the often confusing complexities of insurance and healthcare.. ‘Sar jo tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye’.”
Nitin Thakur, head - communications, Max India, added,, “With this campaign, we set out to consolidate our various service offerings under one umbrella brand, Max. The new communication aims to build trust for the corporate brand by virtue of which people can choose its constituent brands with more confidence. Our advertising agency has created a memorable campaign leveraging one of the most popular songs of all times.”
On the film, Soumitra Karnik, national creative director, Dentsu India Group, said, “It was a fabulous experience doing this ad. It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere from in between the crowd, to the rooftops of buildings,in moving cars and even one that was attached to a jumper's knee. A lot of people did not even know they were being filmed. We just let the people lose their fear and inhibitions and just enjoy jumping on the trampolines. And they did, a whole lot of people did just that. Which was exactly what we wished to communicate that life is for living to the fullest and in all the ups and downs, Max will be right there to help them bounce back, just like a trampoline.To enhance this childlike exuberance, we even used a six year old girl's voice to sing the ever popular and very apt 'Sar jo tera chakraaye, ya dil dooba jaaye’ track. Hats off to the team at Max for buying something this enjoyable and not going with the regular, ordinary stuff."
Other than the TVC and digital legs, the campaign will also be seen in print, cinema and through on-ground activations.
Client: Max India
Creative agency: Dentsu Creative Impact
Account management: Amit Wadhwa, Adrian Vincent, Preetika Verma, Priya Agarwal
Planning: Narayan Devanathan
National creative director: Soumitra Karnik
Chief films officer: Suprotim Day
Media agency: Madison
Director: Vinod P. Vijay
Production House: Lemon Yellow Sun Films
Music credits: Mikey McCleary