 Online edition of India's National Newspaper Wednesday, Aug 27, 2008 ePaper | Mobile/PDA Version |
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BETS ON SOUTH: Anisha Motwani, Executive Director, Marketing, Max New York Life, addressing a press conference in Mumbai on Tuesday. NEW DELHI: Bullish on Indian life insurance market, especially the rural and young India, Max New York Life Insurance on Tuesday unveiled its new brand positioning and a fresh logo with the tagline ‘Karo Zyaada Ka Iraadaa’. The company announced that it would target 75 south Indian cities and townships by the year end with a regional language approach. “We are concentrating on innovative and dynamic brand positioning. We will unleash our new branding with a five-language approach. The four South Indian States would be our focus with local language being the mode of communication between the company and the consumers. We are looking at expanding to 250 new cities and townships and plan to take customer relationship to a new level. A number of customer friendly initiatives are also in the pipeline,” Alisha Motwavi, Executive Vice President (Marketing) told media persons here through tele-conferencing from Mumbai after launching the new branding. Studies conducted by McKinsey Global Institute and demographic research by Max New York Life Insurance pointed to the modern Indian consumer as predominantly young and more confident than ever before, willing to take risks and unabashedly ambitious. ``This radical change in the thought process of the consumer has inspired Max New York Life Insurance to revamp the brand and change the tagline. This new image has been aptly captured not only in the soon to be released new ad campaign but is also reflective in the transformation of the company as it gears up to meet consumer expectations,” Debashis Sarkar, Senior Director and Chief Marketing Officer (CMO) told newsmen here.
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