Anisha Motwani, Director and Chief Marketing Officer, Max New York Life Insurance, says that the idea behind positioning an advisor as the protagonist in its latest campaign “Aapke Sachche Advisor” was to counter the investor’s negative perception about the industry.
What message are you conveying to policyholders through your new campaign? How do you think this campaign will change the perception about Max New York advisors?
The new brand campaign “Aapke Sachche Advisor” has been crafted to convey Max New York Life’s promise of quality of advice and need-based selling. Consumers have negative perceptions about the industry and we think it is time the negative perception about the industry be taken head-on. We have to position the role of agent in the right perspective.
Being a life insurance agent is about facilitating long-term savings and protecting lives, which makes it a noble profession. At Max New York Life, we believe in this cause and customer centricity is the cornerstone of all our decisions. This campaign aims at educating the customer on how to identify a customer centric company and evaluate the correct selling behaviour, thus raising the bar for not just our company but also the entire industry. The communication has also been designed to extend itself beyond promoting life insurance policies and products and begin establishing trust with the consumers.
What was the objective behind making the Max NY advisor the key protagonist?
Positioning the Max New York Life agent advisor as the key protagonist in the TVC attempts to meet the following objectives:
- To educate consumers about the typical mis-communication instances that occur or what they may have experienced themselves, and the questions they must ask before purchasing any life insurance product
- To set an example by showcasing the “right-selling” behaviour to agents at large and urge them to adopt the right selling behavior
- To position Max New York Life agent advisors as ones who are well-trained and equipped and hence better suited to take care of their customers’ needs.
Some financial planners are of the view that the commercial gives the impression that all advisors are bad. What are your views?
The idea of the commercial is not to say that agent advisors or all apart from Max New York Life agent advisors are bad. This campaign has been designed to establish trust with consumers by educating them on how to identify a customer centric company and evaluate the correct selling behaviour of the agent keeping in mind the needs of the consumer. The TVC showcases the dilemma of putting individual interest versus customer interest in focus while completing the sales process. The TVC showcases the right advisor putting his customers’ needs before his own needs and this contrast is aimed at showcasing customer centricity.
