Riding high on the ongoing T20 fever this season, Max Life Insurance, one of India’s leading life insurers, on Wednesday unveiled its latest ad campaign announcing its official life insurance partnership with Royal Challengers Bangalore.
Featuring the three members of team RCB in a peppy avatar, the new commercial attempts to remind players that just like the cricket ground, life too can unexpectedly become a field full of uncertainties. It is therefore important to remain shielded with a comprehensive life insurance cover.
The quick ad film opens up with a chat between players in the dressing room, right before they go in for a match. In a quirky exchange of dialogue, when one of the players asks the others, what their reflex would be if they were to encounter a bouncer on the field, they are quick to respond with “a duck”.
He then goes on to question what they would do if life flings a bouncer at them and if they are, in fact, geared up for the real game? The film ends on a telling note with a persuasive tagline- “When life bowls a bouncer at you, play on the front foot with Max Life Insurance.”
Speaking on the launch of the campaign, Aalok Bhan, director and chief marketing officer, Max Life Insurance remarked, “Like cricket, our lives too are full of unforeseen challenges. While cricketers are practical enough to realise the importance of a protective gear to safeguard themselves on the field, more often than not, they forget to prepare for protection off the field. Through our association as the official life insurance partners to Royal Challengers Bangalore, we aim to protect India’s finest players against the risks they face off the ground, by enabling greater financial security in their personal lives.”
Sonal Dabral, chief creative officer south and South East Asia and vice chairman India at Ogilvy, said, “This T20 season is all about great partnerships. Max Life Insurance’s partnership with RCB is one such winning partnership highlighting the significance of risks and financial security by drawing parallels between life and cricket- both equally daunting, uncertain and full of unexpected challenges.”
In addition to the television commercial, the ad film is being effected via digital. The campaign is being further leveraged across print and Out of Home mediums through a series of interesting visuals.