Max Life Insurance has launched TVC for its online term plan. The campaign, conceptualised by O&M, will go on-air from March 6.
In line with its past brand communication, the TVC is conceptualised around the idea of a customer and his own alter ego. The film opens with the male protagonist trying to buy life insurance online. His alter ego appears and tries to dissuade him and presents various reasons like the protagonist being in good health, planning for a holiday trip first, and other immediate priorities. However, instead of being influenced by the suggestions of alterego, he goes ahead and buys the ‘Max Life Insurance Online Term Plan’, emphasising on the point that it is important to secure the future of his family first.
Anisha Motwani, director and chief marketing officer, Max Life Insurance, said, “Most people do not understand the importance of life insurance from the perspective of securing the financial future of their family in case of an unplanned event in life. It is largely seen as an investment option. Also, most people tend to live under the shadows of misplaced optimism, believing that misfortune will never strike them and postpone buying life insurance over things that provide immediate gratification. Through this TVC, Max Life Insurance is re-emphasising on the importance of protection, thereby encouraging them to take action.”
Max Life Insurance had recently run a digital campaign through social media platforms showcasing videos on stories of real people who have had near death personal instances and taken steps to protect their family.
Agency: Ogilvy & Mather, Delhi
Production House: White Light Moving Picture Company
Director: Subir Chatterjee & Namita Roy Ghosh