Max Life extends brand promise of ‘Aapke Sachche Advisor’ further

27 Feb,2014

By a correspondent


Max Life Insurance has announced the launch of a string of three new TVC’s with the tagline “Policy dene ke baad humara rishta khatam nahi, shuru hota hai“. The TVCs are an extension of the company’s brand campaign ‘Aapke Sachche Advisors’, which aims to highlight Max Life’s commitment to superior post sales service. The TVCs re-emphasize Max Life Insurance’s brand promise on quality of advice, honesty and transparency in services, which is reflected through the practices followed by the company’s agent advisors.


Anisha Motwani

Commenting on the launch, Anisha Motwani, Director and Chief Marketing Officer, Max Life Insurance said, “Amongst all the financial instruments, life insurance has the longest relationship term with a customer. In fact, the real relationship with the customer only start taking shape after the policy is bought, and does not end with a transaction being completed. At Max Life we are guided by the principles of Service Excellence towards our customers, hence, providing them with prompt, reliable, and quality services is our top most priority.”


She further added, “Our new TVC’s are thus aimed at establishing a deeper bond with the life insurance industry audience at large. Through these ads we also seek to reinforce the idea of importance of identifying a reliable company, evaluating the correct selling behaviour and service orientation of agent advisors when seeking to buy life insurance products”.


Abhijit Avasthi

Abhijit Avasthi, National Creative Director, Oglivy and Mather said, “Through this campaign Max Life Insurance has taken the brand philosophy of “Sachchi Advice” to the next level by highlighting on their commitment towards the customers. The Agent-Devil format worked wonders for the brand in last campaign and we are sure that this time again, with the freshness brought in by lady devil & agent and new situations, it will bring that smile back on our audience’s faces and an even deeper trust on the brand”.


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