Max Life promises ‘sachchi’ advice with sibling exchange

Watch the campaign by Ogilvy and Mather here

Aug 25, 2015 10:04:00 AM | Video | Campaign India Team

Max Life Insurance launched brand campaign this August, billing itself as the source of 'Sachchi Advice'. This builds on the brand's positioning of 'Aapke sachche advisor'.
Conceptualised by O&M, the campaign shows a young man and his elder brother playing a game of carrom at home. The elder tells his brother that for Rs 50,000, he could buy a bike instead of a phone. The younger one shrugs it off, saying he's being suggested a bike when planning to buy a phone; when he plans to buy a bike, the elder brother would suggest buying a house instead. The older man goes on to offer some serious advice: that he should buy a phone for Rs 20,000, and put the remaining in a good policy. The younger man retorts, asking how come the brother didn't save up when he was younger. The older man's response leaves his sibling speechless: he didn't have an elder brother to offer him such good advice when he was younger. A voice over signs off saying 'Sachchi advice sirf apne hi dete hain' (Only your own people offer true advice). 
The campaign will run for a period of six weeks and will be amplified on social media. The digital campaign is being handled by Razorfish India.
On the digital focus of the campaign, Manik Nangia, chief digital officer, Max Life Insurance, said, “Studies have shown that even if only two per cent  of consumers make purchases of any kind online, at least 20 per cent of all these consumers do their research for anything and everything online. With more and more people engaging in the use of smart phones, social media platforms, it has become extremely important for brands to break through the clutter and engage with the customers. At the same time, digital platforms have a very personal touch attached to them.  This campaign is about sharing what we believe in and we are of the firm opinion that those consumers who agree with our belief should get attracted and engaged.”
Creative agency: O&M
Creative: Piyush Pandey, Ajay Gahlaut, Vikash Chemjong, Basabjit Majumdar, Ranadeep Dasgupta
Account management: Kapil Arora, Amarinder Butalia, Vaibhav Bist, Paavani Kaul
Production house: Curious
Director (film):  Vivek Kakkad
Producer: Shahzad Bhagwagar