Top News

Max Life Insurance launches ‘Sachchi Advice’ campaign

Max Life Insurance, one of India’s leading life
insurance companies recently launched a new campaign ‘Sachchi Advice’.
The new campaign emphasizes the importance and significance of honest advice
which, usually comes from someone who has a genuine interest in your welfare.
The central theme of the campaign is well captured with the tag line ‘Sachchi
Advice sirf apne hi dete hain’.
The campaign has been designed by Ogilvy
and Mather and was aired for a period of 6 weeks beginning on August 20, 2015.

Max Life Insurance, one of India’s leading life
insurance companies recently launched a new campaign ‘Sachchi Advice’.
The new campaign emphasizes the importance and significance of honest advice
which, usually comes from someone who has a genuine interest in your welfare.
The central theme of the campaign is well captured with the tag line ‘Sachchi
Advice sirf apne hi dete hain’.
The campaign has been designed by Ogilvy
and Mather and was aired for a period of 6 weeks beginning on August 20, 2015.

The
campaign brings alive ‘Sachchi Advice’
through an engaging story of two brothers playing carrom in their home. The
older brother suggests to the younger brother to start saving instead of buying
an expensive phone. This is followed a few seconds later with another
suggestion to buy a less expensive phone and use the remaining amount to invest
in an insurance policy. The younger brother casually shrugs off his older
brother’s suggestions with a few tongue-in-cheek retorts and asks why his older
brother, at his age had not thought it important to save for the future.

The
older brother answers saying that when he was younger he didn’t have a caring
older brother like he is now to advise him accordingly. This one sentence is
the very thread that weaves the campaign together. The film is built on our
nature to consider the advice of those older than us, especially siblings, to
be old fashioned and archaic and therefore in many ways irrelevant. The ad film
with the tagline ‘Sachchi Advice
sirf apne hi dete hain
‘ showcases the importance of honest or
Sachchi Aadvice and the old adage that it’s only those who care for you, who
will give you honest advice.

Commenting on the new campaign, Manik Nangia – Director and
Chief Digital Officer, Max Life Insurance said, “Max Life Insurance has always
stood for honesty and transparency in the sector which for the most part is seen
as untrusting. We have built our equity and differentiation
over the last few years on the value of ‘Honesty’. Earlier we highlighted the
honest and straight forward dealings our advisors have with our customers,
seeding the proposition of ‘Aapke Sachche Advisor’.

Manik also added “We are now looking to take
this to the next level by moving beyond the relationship that our advisors have
with our clients, to the value that is inherent in our organization. Max Life
insurance lives the value of honesty in everything it does, and will, going
forward, stand for ‘Sachchi Advice’. ‘Sachchi Advice’ is a transparent and
thought-through advice that Max Life Insurance believes benefits each of its
customers, much like the advice given by those closest to us, keeping our best
interest in mind. We
are looking to further break the barrier of distrust through our new campaign
by trying to send the message that not only are we as a company ‘Committed to
do what is right’ but that we will always give you honest or Sachchi Advice
because we care and have your best interests at heart.”

To
ensure maximum reach, Max Life plans to amplify the campaign via Televison,
radio and social media. The Digital Campaign is being run
and executed by Razorfish India. The
digital route (You Tube, Facebook and Twitter) will also be used to create
conversations and invite customers to share their personal experiences of
‘Sachchi Advice’ that changed their lives. The Company’s target audience is people
who are key decision makers on household finances between the ages of 25-45
years of age.

Speaking
about the thought process behind the campaign, the Company said, “The
campaign revolves around the fact that honest or ‘sachchi advice’ is tough to
come by. For the last few years, the brand has propagated
the thought of being ‘Aapke Sachche
Advisor’
, putting the spotlight on its advisors who are genuine,
sincere and do what is right for their customers. Moving forward in its journey
of honesty the brand has now decided to take the higher ground of ‘Sachchi Advice’, putting the
spotlight on the company as a whole.”

According
to the Company, its biggest challenge was to find the right balance between
communicating the messages of honesty, relationships and planning for various life
stage goals. “As a life insurance company, we find ourselves dealing with the
closest of relationships every day. However, when the conversation revolves or
touches upon money, people tend to become a little more sensitive. When these
conversations have to portray and find a way to be honest come what may, it
becomes even more challenging.

Our
biggest challenge in conceptualizing, creating and bringing this TVC to life
was how to find the right balance and get all this right. Let’s not also forget
that we had to convey all this through a story in 40 seconds or less. We
overcame this by arriving at the simple yet deep insight that honest or sachchi
advice will only come from those who treat you as their own.”

Show More

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Close