While the country was glued to their electronic devices, following the Men in Blue's Victory Parade on Thursday, Max Life Insurance released a new digital ad.
Featuring Indian cricket captain Rohit Sharma and his wife Ritika Sajdeh, the ad is the couple's third one for the insurance giant.
The 15-second ad was released in multiple languages, including Hindi, Telugu, Tamil, and Kannada. It features a quick conversation between the couple in which they talk about preparing for emergencies light-heartedly. "Agar main kal nahi raha, toh kya karogi tum? (If I'm not there tomorrow, what will you do?)" asks Sharma, seemingly alluding to something grim. Sajdeh naturally reacts with a worried expression when Sharma clarifies: "Mera matlab hain kal match hain na. (I mean to say there's a match tomorrow).
Its tagline is ‘India ka Bharose Number 99.65%’, alluding to the record-breaking ratio of life insurance payments made in the financial year 2023-24. The advertisement also is an announcement about the extension of Max Life's association with Star Sports after India's incredible T20 victory.
A company spokesperson stated that their marketing strategy that centers around the customer, encapsulated by the motto #ABCDE (“Always On Brand for Customers, Distributors, and Employees”). This strategy emphasizes self-awareness and proactive action, encapsulated in the message “You Are The Difference.” Leveraging the strength of "Bharosa - Trust," Max Life Insurance aspires to be a one-stop solution for all financial protection needs of its customers.
The company believes that Rohit Sharma and Ritika Sajdeh lend a relatable and trustworthy image to Max Life which aligns beautifully with the brand's core values. This ongoing partnership reinforces the message of trust and reliability, making them ideal voices to convey Max Life's philosophy to its audience, they stated. They perfectly capture the dynamics of cooperation and trust, a relatable journey that runs parallel to Max Life's philosophy, they added.
“Our long standing association and marketing strategy for the campaign featuring Rohit Sharma and Ritika Sajdeh is rooted in a consumer-centric approach. We believe in placing the consumer at the heart of our brand. To achieve this, we've chosen to portray relatable, everyday moments from the lives of a couple who despite their celeb status, are likened to an everyday couple,” said a company spokesperson. ‘You Are The Difference’ here indicates that the customer is the difference in their loved ones' lives.
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