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Tag: Max India

  • Madison Media is Maxx Mobiles’ media AoR

    Madison Media is Maxx Mobiles’ media AoR

    MUMBAI: Maxx Mobiles has appointed Madison Media as its media agency on record (AoR).

    The account will be serviced out of Madison Media Sigma in Mumbai.

    Madison Media Sigma COO Vanita Keswani said, “We are delighted to add Maxx mobiles to our roster of clients and are looking forward to a long and mutually beneficial partnership”.

    Maxx Mobiles managing director Ajjay Agarawal added, “We were looking to partner India’s top agencies to help us in our mission to make Maxx Mobile one of the leading handset brands in the country. We found Madison, with rich expertise in Media, to be ideal choice and are sure they will add tremendous value in our efforts.”

    Madison Media has recently won a host of new businesses including McCain Foods, Ruchi Soya, Max India’s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.

    For record, Maxx Mobile is a provider of mobile handsets and accessories in India, that made its entry in the year 2004.

  • Madison Media wins Magicbricks.com account

    MUMBAI: Madison Media has won the MagicBricks.com media account in a multi agency pitch.

    Madison Media‘s Delhi offices will handle the media planning and buying for MagicBricks.com.

    The brand is set to come up with a massive new campaign strategy shortly.

    Madison Media has been on an account winning spree, having recently won a host of new businesses including Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.

    Platinum Media CEO Basabdutta Chowdhury said, “We are delighted with this new win and confident to take MagicBricks.com to great heights and are looking forward to a long and mutually beneficial partnership”.

    MagicBricks.com business head Sudhir Pai said, “We sought a partner who could match our speed and could scale operations with the agility that the internet space demand – a partner who shares our values and can understand our business and brands – providing turnkey differentiated media solutions. Madison was an obvious choice for the same.”

    MagicBricks.com provides a platform for property buyers and sellers to locate properties of interest and source information on the real estate space in a clear and transparent process. With in-depth analysis and revolutionary next-gen services customised specifically to address the needs of property seekers and the real estate industry, MagicBricks.com is the leader in online real estate in India.

    MagicBricks.com was launched by Times Business Solutions Limited, part of The Times of India Group in August 2006, and has grown to become India‘s largest property portal. With over 8,000,000 listings from across the country, MagicBricks is the biggest online property marketplace in the country.

    Madison Media Group is India‘s foremost media agency handling media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Shriram Transport Finance, Levis, SpiceJet, Domino‘s, Bharti Axa, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many others. The gross billing of Madison Media is about Rs 30 billion.

  • Max launches its first corporate ad campaign

    MUMBAI: Max India has launched its first corporate ad campaign with a twofold objective.

    With the new campaign Max India has announced its new brand positioning of ‘For life‘. Secondly, Max is consolidating all its service offerings under the Max umbrella.

    The creative agency that has worked on the campaign is Dentsu Creative Impact, while the media agency for the business is Madison Media.

    The television commercials are being supported by other mediums like cinema, digital and print. The company will also be conducting few below-the-line activities to promote the brand.

    The 40-seconder TVC has been produced by Lemon Yellow Sun Films.

    Max India ED – Brand and Human Capital Vibha Rishi said, “Max interacts with millions of lives through many million moments of truth. Each interaction results in a memorable and satisfying experience. The brand positioning captures this sentiment with two simple words ‘For life’. We help our customers in navigating the often confusing complexities of insurance and healthcare ‘Sar jo tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye.’.”

    “The current campaign is the focal point of our communication. The entire corporate marketing budget for FY13 is being spent on this campaign itself,” Rishi added.

    Talking about ad campaign Dentsu India Group NCD Soumitra Karnik said, “It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere from in between the crowd, to the rooftops of buildings, in moving cars and even one that was attached to a jumper‘s knee. A lot of people did not even know they were being filmed. We just let the people lose their fear and inhibitions and just enjoy jumping on the trampolines. And they did, which was exactly what we wished to communicate that life is for living to the fullest and in all the ups and downs, Max will be right there to help them bounce back, just like a trampoline.”

    Max is a multi business corporate offering services in healthcare, health insurance and life insurance. While the Max brand architecture has undergone a change, the new communication aims to build trust for the corporate brand Max, by virtue of which people can choose its constituent brands with more confidence than their competitors.

    The TVC uses a simple visual device of a trampoline to connote the key message that Max India helps you bounce back in life. Various interactions are built around it reflective of the values on which the Max foundation is laid.

    The film opens on a morning where you see multiple trampolines placed in a cityscape. Seeing this, passerbys are surprised and get curious to check it out. The film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’.

  • Dentsu wins creative mandate for Max India corporate

    Dentsu wins creative mandate for Max India corporate

    MUMBAI: Dentsu Creative Impact, Dentsu India’s full service advertising agency, has been awarded the creative duties for Max India Limited, a leading multi-business corporate with commanding India presence in life insurance (Max Life), healthcare (Max Healthcare), health insurance (Max Bupa Health Insurance), clinical Research (Max Neeman) and the manufacturing of speciality products for the packaging industry (Max Speciality Films).

    The agency has also won the creative mandate for the newest brand within the Max India Group – Antara, which is in the business of redefining how seniors live in India today through their upcoming residential communities for people over the age of sixty.

    Dentsu India Group executive chairman Rohit Ohri said “We’re really excited to partner Max India in its next phase of growth and development in the market. Max India is focused on creating positive social impact in the country through its businesses. This vision offers us a unique opportunity to create communication that not only connects with audiences at multiple emotional levels but also through a wide variety of touch points. Another opportunity for us to demonstrate our integrated communication thinking!”

    Driven by the spirit of enterprise, Max India Limited focuses on people and service-oriented businesses, the core of which revolves around ‘Life’. The Group is credited with forging and successfully nurturing strong and fruitful business relationships with leading global companies over the years. Max India enjoys strong relationships with its JV partners – Fortune 100 company New York Life, South African healthcare major Life Healthcare and leading international healthcare provider, Bupa.

    Max India Head – Communications Nitin Thakur said, “We were looking for a creative partner to help us think through a distinct and meaningful positioning of brand Max that reflects our ethos and is a powerful enough core for our Group businesses to build their individual product positioning around it. Two things about Dentsu’s approach stood out for us. While strategy was at the forefront, the enthusiasm displayed by the new team at Dentsu Creative Impact helped fortify our belief that a lot of fresh thinking is on the cards for a stronger and resurgent Brand Max.”