Max Life Insurance has unveiled an ad campaign ‘India ke Bharose ka number’ that aims to highlight the company’s performance in claims paid ratio which stands at 99.35%.
The film has been conceptualised by Sonal Dabral's Tribha and aims to showcase the trust customers place in the brand to support them in unforeseen and challenging times. It features Boman Irani as a father playing and shows the multiple roles he plays for the family. The film showcases various instances with him as the go-to individual, who is trusted and relied upon by every member in the family, and compares Max Life to Irani on that aspect.
Aalok Bhan, director and chief marketing officer, Max Life Insurance, said, “It gives me great pride to unveil the new TV campaign on ‘India ke Bharose ka number’, that brings our purpose as a company to the forefront, to protect people against risks and uncertainties and honour the trust placed by our customers. Our claims paid ratio, or ‘India ke Bharose ka number’ is the ultimate hallmark of our credibility, and reflects the commitment of our promise made to our customers, reassuring them of the kind of financial security they can expect should an eventuality arise. Through the new campaign, the intent was to showcase how one can, and should, play a part in ensuring they safeguard their family’s best interests for an unforeseeable future.”
Sonal Dabral, founder and CCO, Tribha, said, “In these challenging and unpredictable times, a campaign that promotes insurance and protection for the family takes on a more important role than just selling the product. It was therefore a pleasure for me to conceptualise and direct Max Life Insurance’s ‘India ke Bharose ka number’ campaign. A simple message for the breadwinners of the families, that just the way they are always there taking care of their family, Max Life Insurance is also always there by their side. The proof being the brand’s ever-increasing claims paid ratio number. Hopefully, this campaign will encourage the target audience to buy the right amount of insurance and protection for their family.”
The film is on-air on television and on digital and social media.
Creative agency: Tribha
Production house: Kailash Picture Company
Director: Sonal Dabral