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Doing an Onida with Max New York Life communication
When it comes to selling an insurance policy, the good agent must triumph over the bad
Nidhi Qazi
New Delhi
Storyline
The ad shows a clutch of corporate employee types checking out various schemes with an insurance agent type. While the agent patiently addresses their questions and clears their doubts, the agent’s alter ego — the bad agent — goes on nudging him to supply answers which would benefit the insurance company and line the agent’s pocket. But like a true, sincere professional, the good agent brushes him aside, pays no heed and sticks to his guns and principle, while guiding the customer in the right direction; not ill-advising him into investing in a wrong policy.
Idea [3/5]
The idea is simple — that the life insurance industry is riddled with insensitive, glib, smoothtalkers who take advantage of the consumer’s lack of financial understanding and ignorance. But as with all things bad, there is something good lurking in the guise of a good agent. They may be few, but Max New York Life has them all. Beyond promoting life insurance policies, the idea is to establish trust with the consumers by educating them on how to identify a customer-centric firm. This goes straight home.
Execution [4/5]
The campaign has been executed well. It makes for a pleasant visual. The devil-looking alter ego is adorable, restrained and doesn’t overpower the setting in its shadow avatar. The tussle between the good agent and the bad one is not overdone and goes down well with the target audience.
Technique [3/5]
The technique is average, but it works for this kind of a plot and storyline. The ad has a no-frill, grounded feel to it, which is what was required.
Positioning [3/5]
The good cop-bad cop routine works, especially at a time, when the industry watchdog, the Insurance Regulatory and Development Authority (IRDA) has issued strict guidelines against ‘misselling’ of insurance products. This kind of a communication positions Max New York Life as a responsible brand.
X Factor [4/5]
The campaign’s X-factor lies in its subtle execution and in its customer-centric approach.
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