Amitabh Bachchan to promote Max Vijay from Max New York Life Insurance

Superstar Amitabh Bachchan will be the brand ambassador for life insurer Max New York Life.

The insurer today announced the brand positioning for Max Vijay, a new product for the underserved across rural and urban markets.

To promote the brand, Ogilvy & Mather put together a mass coomunication strategy, based on research. Max Vijay says it will break away from the paradigms of traditional life insurance on all facets – product design, distribution, marketing and service.

According to Piyush Pandey, executive chairman and creative director – South Asia, Ogilvy & Mather, ''Developing the brand proposition for Max Vijay was a challenge as it forays into uncharted territory for life insurance. Max Vijay is meant to be a movement, a creator of hope and optimism among the underserved masses. Extensive research helped us identify a key insight for this target audience: ''I don't want my son to be me'', which is an unwavering ambition of the low 'fixed-income' earner who does whatever he can to ensure a better position in society for his family.''

''In essence, what he is aiming for in life is to increase his family's aukaat (standing) in society. This forms the DNA of the brand positioning – Max Vijay will help the common man to achieve his dream - aukaat par Vijay', as every little rupee saved helps him to rise up in hierarchy'', Pandey added.

''Bachchan was chosen as the brand ambassador because he has the power of persuasion and we also realised that Bachchan is also known as Vijay is most of his movies but this was totally unintentional. In most of the movies where Bachchan is Vijay he has been challenged and then come up, done well for himself,'' explained Pandey.