Max Life Insurance coverage Firm Restricted is a three way partnership between Max Monetary Companies Restricted and Axis Financial institution Restricted. Max Monetary Companies Ltd is part of Max Group, an Indian multi-business company.
Max Life affords complete safety and long-term financial savings life insurance coverage options, via its multi-channel distribution, together with company and third-party distribution companions. Max Life has constructed its operations over virtually 20 years via a need-based gross sales course of, a customer-centric method to engagement and repair supply and with skilled human capital.
Just lately, Max Life Insurance coverage signed up Rohit Sharma and his spouse Ritika Sajdeh as their model ambassadors. Rohit Sharma and Ritika Sajdeh are an instance of an ideal, trusted partnership, every one enabling the opposite to understand their ‘actual’ worth and obtain their targets. Extra importantly, they’re agency believers in being equal contributors in making selections to guard the monetary way forward for their household. The model traits of each will additional strengthen the fairness of Max Life Insurance coverage and also will add credibility to their numerous merchandise that they’re providing.
In an unique chat with Adgully, Rahul Talwar, Chief Advertising and marketing Officer, Max Life Insurance coverage, provides a whole rundown on the selection of their new model ambassadors and the way they plan to maximise their inherent strengths via numerous campaigns and engagement with their audiences.
Insurance coverage is a low involvement class. How can a model ambassador like cricketer Rohit Sharma assist Max Life and what’s his function?
Our advertising technique is outlined conserving the client/ shopper on the core of our model agenda. Our motto for the technique to be anchored is #ABCDE, that means “All the time On Model for Clients, Distributors, and Staff”. That is guided by our perception in celebrating the client/ shopper, who occurs to be the breadwinner; we nudge the emotion of being “Self Conscious resulting in Self-Understand and therefore Self-Act”. The communication platform that carries the model message ahead throughout the funnel is “You Are The Distinction”.
The concept is to construct consciousness for Max Life Insurance coverage, educate prospects and drive a reputable narrative on why monetary safety is necessary. This displays throughout the model efforts, together with our pan-India surveys, which construct credibility as thought leaders – India Safety Quotient and India Retirement Index Examine that gauge the nation’s monetary consciousness and preparedness, our social media property that drive monetary data amongst on-line customers and the way we leverage influencers to pivot optimistic conversations on life insurance coverage.
Underneath “You Are The Distinction”, now we have been constantly constructing differentiation and model consideration on the again of safety/ time period insurance coverage centered communication technique. As we transfer ahead, we purpose to place Max Life Insurance coverage as a one-stop-solution for all monetary safety wants of our prospects/ customers by way of life insurance coverage merchandise. With this goal, our affiliation with the sporting icon and Indian cricket crew captain Rohit Sharma and his partner, Ritika Sajdeh, is a step in direction of driving residence the significance of early monetary planning, particularly among the many younger customers, encouraging them to bear in mind and ready for all eventualities. The duo represents belief, credibility, independence and carry the flag of being “Self-made” – qualities that resonate with Max Life and this partnership is a key milestone in our journey to changing into India’s most admired, trusted life insurance coverage model.
Why do you assume Rohit Sharma and his spouse Ritika Sajdeh are the fitting match for Max Life? What have been the standards for aligning with them?
Rohit Sharma and Ritika Sajdeh are an instance of an ideal, trusted partnership, every one enabling the opposite to understand their ‘actual’ worth and obtain their targets. Rohit attracts a large attraction within the nation, his rise from modest beginnings to the captaincy of the cricket crew is an inspiration to tens of millions. His passions are ably supported by Ritika, who’s an equally robust, decided and self-made skilled. Importantly, they’re agency believers in being equal contributors in making selections to guard the monetary way forward for their household. Collectively, they personify our philosophy, ‘You’re the Distinction’, and align with our beliefs to financially shield prospects in opposition to life’s many uncertainties. Their choice as our model ambassadors underwent the rigour of analysis and strategic inputs from our associate ecosystem (Madison World, FCB Interface, Kantar Insights).
How do you intend to leverage them other than the TVC and movies?
Max Life Insurance coverage has a robust suite of safety and long-term financial savings merchandise that provide monetary stability to households, particularly the millennial section. We’re additionally strengthening our retirement choices that help people of their second innings. The 2-year-long model partnership with Rohit and Ritika goals to allow Max Life Insurance coverage in enhancing its already robust imagery throughout all product classes, in addition to different marquee campaigns anchored within the model’s promise of Bharosa and #YouAretheDifference. We are going to leverage the media insights and behaviours of our target market to ship an built-in omni-channel media plan.
What’s the expectation set for the model and the way do you intend to measure the impression of your marketing campaign leveraging the facility couple?
Via our marketing campaign deliberate throughout digital and conventional media this yr, we’re aiming to extend our attain and create enhanced engagement throughout touchpoints. It will play an important function in shifting the needle on our model consideration rating, and in flip, our enterprise numbers. The model’s join with millennials will likely be a key side that we’ll monitor in our syndicated model observe research.
Why did you select a model ambassador from cricket and never from so many different sports activities that at the moment are changing into common in India?
Life insurance coverage dialog is a “actual” dialog and calls for gravitas. Sports activities idols provide the realism that acts as an anchor level for an essential-product-for-all referred to as Life Insurance coverage.
Whereas India homes two necessary engines in its tradition – leisure and sports activities, we opted for Sports activities once we started this journey of figuring out our long run model ambassador. Inside sports activities, our purpose was to have the ability to universally join with our viewers which is unfold throughout the width of our distribution at present (and tomorrow). India is residence to 13 crore sports activities followers and cricket leads with 12.4 crore followers, making it the preferred and adopted sport within the nation. This affords a chance to faucet into an unlimited viewers base of engaged viewers and promote the importance of monetary wellbeing and readiness.
Each on and off the sphere, uncertainties can take you without warning and it’s important to equip your self and your family members with monetary safety in opposition to unforeseeable challenges. Simply because the protecting gear is important to safeguard cricketers on-field, life insurance coverage is an important element for monetary safety in life. Our affiliation with one of many greatest and most trusted names within the sport takes this message forward seamlessly.
To additional improve the realism on this partnership, we determined to rope in Ritika Sajdeh as Rohit’s life associate and therefore, make the model technique of “self-aware, self realise and self-act” anchored in a progressive younger household life.