Max New York Life New Positioning campaign And Ad

Max New York Life Insurance has revamped the brand and changed the tagline from “Your Partner for Life” to “Karo Zyaada Ka Iraada” and launched this awesome ad highlighting it. The new tagline “Karo Zyaada Ka Iraada” has been coined to represent an ambitious and assertive India that is ready to compete for more, demand more, dream more and live more to create a better today and brighter tomorrow.Max New York Life got Mckinsey to do a study for them whose results prompted them to go for a brand repositioning According to their studies

Indian consumer is predominantly young and more confident than ever before, willing to take risks and unabashedly ambitious. The consumer has evolved over time and is no more content with the basics of life. His desire for more is ever so evident.

The best part of the campaign is this wonderful ad which is an example of great storytelling, through the TV commercial they have tried to highlight the basic human tendency to Desire for More and that too beautifully. Enjoy the video of the ad below