Wednesday, August 03, 2005

Max NY Life kicks up new brand campaign

Max New York Life has launched its new campaign featuring its brand ambassador and the captain of the Indian cricket team, Rahul Dravid. The campaign underscores the need for quality advice that enables customers to make the decision to buy life insurance. The campaign, which primarily uses television to start with and communicates the message through as many as eight different slick 30-seconders, is humorous in style and appeals to different regional customer segments. The "Quality of Advice" campaign is the Max New York life's second on television. The first campaign served to introduce the brand and the heritage of its global parent in the Indian marketplace by positioning life insurance as an instrument that could enable customers to make their wishes come true. The "Quality of Advice" films are directed by Ram Madhwani, one of India's most talented film-makers.