KOLKATA: Contrary to popular belief, retired life is seemingly that phase when a man has loads of time and money on his side to have all the fun that eluded him during his working years.
At least that’s what Max New York Life Insurance (MNYL) is out to portray through its latest dual ad-campaign on pension plans.
The timing is critical to, the ads will hit TV screens on Saturday when the IPL gets underway in Cape Town with the much awaited clash between the Rajasthan Royals and Royal Challengers.
MNYL has decided to splurge nearly 20% of its marketing budget on the IPL and is, in fact, betting big on the tourney. The company’s annual adbudget is roughly Rs 100 crore of which 55% is spent on television advertisements alone.
“We are portraying our pension plans through two new advertisements. The campaigns will convey that a properly executed plan will allow retired folks to enjoy life since they will have time to indulge in things that they couldn’t pursue in their prime,” Anisha Motwani, vice president marketing told ET.
“This is a shift from other pension advertisements which talk about responsibilities in life and the ability to be independent. From the very beginning , MNYL has been taking unconventional ways of portraying its products,” she added.
For instance, MNYL had started playing on the fear factor in its TV ads, something that agents have always been doing. On the contrary, nearly all insurance-related TV commercials try to portray a happy and a cosy life if one buys a policy.
One of the two advertisements on pensions to be released shows a retired person returning home late after hitting a number of places, including the movies. His wife playfully mocks him and his grown-up son is all smiles. Amid all this, the man says: “I can afford it because I now have the time and the money too.”
Last time as well, MNYL had launched a TV commercial during the IPL. MNYL had used it to market a host of products with the ad campaign, including pure insurance policies, term covers.
At least that’s what Max New York Life Insurance (MNYL) is out to portray through its latest dual ad-campaign on pension plans.
The timing is critical to, the ads will hit TV screens on Saturday when the IPL gets underway in Cape Town with the much awaited clash between the Rajasthan Royals and Royal Challengers.
MNYL has decided to splurge nearly 20% of its marketing budget on the IPL and is, in fact, betting big on the tourney. The company’s annual adbudget is roughly Rs 100 crore of which 55% is spent on television advertisements alone.
“We are portraying our pension plans through two new advertisements. The campaigns will convey that a properly executed plan will allow retired folks to enjoy life since they will have time to indulge in things that they couldn’t pursue in their prime,” Anisha Motwani, vice president marketing told ET.
“This is a shift from other pension advertisements which talk about responsibilities in life and the ability to be independent. From the very beginning , MNYL has been taking unconventional ways of portraying its products,” she added.
For instance, MNYL had started playing on the fear factor in its TV ads, something that agents have always been doing. On the contrary, nearly all insurance-related TV commercials try to portray a happy and a cosy life if one buys a policy.
One of the two advertisements on pensions to be released shows a retired person returning home late after hitting a number of places, including the movies. His wife playfully mocks him and his grown-up son is all smiles. Amid all this, the man says: “I can afford it because I now have the time and the money too.”
Last time as well, MNYL had launched a TV commercial during the IPL. MNYL had used it to market a host of products with the ad campaign, including pure insurance policies, term covers.
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