Campaign India Team
Sep 16, 2013

Max Life puts the spouse in the spotlight; celebrates planned post-retirement lifestyle

Watch the ad film created by O&M here

Max Life Insurance has released a campaign for its newly-launched  ‘Max Life Forever Young Pension Plan’ and ‘Max Life Guaranteed Life Time Income Plan’. The film emphasises the need for retirement planning to ensure financial security for one’s spouse.

Created by Ogilvy & Mather, the TVC has been on air from the 6 September. A digital leg will engage consumers with contests, games and advertising around the core theme.

The film opens with a lady giving her husband, who is in the bath, a towel. She admonishes him for not taking the towel with him ever in the 40 years they’ve been together, and asks him what he would do if she is not around. Coming out of the bathroom, the cheerful man replies saying that he hasn’t thought about that, but has thought of what she would do when he’s not around – he tells her that she will have all their monthly retirement income and can have fun. A voiceover says, “Jab monthly income ho aapke liye, aur aapke baad aapki wife ke liye, toh masto to hogi hi” (When you have monthly income for yourself and for your wife after you, fun is assured). When they are about to step out of the house, their son enters. The father tells him that they’re going to listen to Gujarati poetry. He explains to the perplexed son that though they don’t know Gujarati, they do know how to clap. The film ends with the brand’s ‘Aapke Sacche Advisor’ message and the statutory disclaimer.

Anisha Motwani, director and CMO, Max Life Insurance, said, “As a brand, we always aim to assess the need of the consumer, identify and fill in the gap with the best products. Our proprietary study revealed that only 44 per cent of the respondents claim to have saved enough for their spouse, an irony that adds to the finding that only 28 per cent respondents have started investing for retirement. The new retirement plan by Max Life Insurance thus intends to address this need gap by not only offering them a comprehensive solution but also acting as advisors attentive to their needs.”

She added, “The campaign crafted for Max Life Insurance Retirement Plans will help us to cut across generic communication in the category, highlighting the need of spousal retirement planning along with maintaining carefree lifestyle post retirement.”

On the thought process behind the campaign, Abhijit Avasthi, NCD, O&M, said, “The retired couple we had created for Max Life commercials have become quite memorable and they have also created a lot of traction and empathy for the brand. So to launch the new spousal retirement plan we decided to capitalise on their popularity and drive home the key benefit the new plan.”


Creative agency: Oglivy & Mather
National creative director: Abhijit Awasthi
Senior creative director: Vikash Chemjong
Senior creative director: Basabjit Mazumdar
Associate creative director:  Ranadeep Dassgupta
Senior art director: Rakesh Ranjan
President: Neeraj Bassi
Planning director: Neha Chopra
President, branch head - Oglivy North: Kapil Arora
Vice president: Antara Suri
Account director: Dushyant Jethani
Account executive: Tejasvi Kaler

Campaign India

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