Max New York Life celebrates life after retirement

Max New York Life has launched a new campaign that looks at promoting its Pension Plans. Ogilvy & Mather has created the campaign. This latest campaign looks at retirement as a cause for celebrating life.

Speaking about the idea behind the campaign, Abhijit Avasthi, executive creative director, O&M (South Asia) says, “When we are young and have the money to spend on everything we want to, there unfortunately happens to be no time. Similarly, when we are old and do have the time to indulge ourselves, funds become a major constraint. The idea for the campaign stems from this thought.”

He adds, “The brief that we received from the client was to inspire people to save for their retirement, so that they can have an enjoyable life.”

Watch the TVC here:


Max New York Life - Out Partying from Campaign India on Vimeo.

The commercial opens with a woman fervently trying to call someone she cannot get through to. After a little while, the doorbell rings and the camera focuses on the woman who starts scolding someone who is at the door. She tells the person that she has been worried all day while he has been out all day enjoying himself with friends, only to resurface late in the night. Finally, she begs the person to mature and act his age. The viewer then realises that the woman is scolding her retired husband and not her child. At the end, the couple's son is shown to be very amused by the whole situation, until the father tells him to get some sleep, since he has to go to work the next day. Hence, the father takes a dig at his son who is busy making money in the prime of youth, leave no time for fun.

Says Anisha Motwani, chief marketing officer, Max New York Life, "Most of us do not understand the beauty of youth till it has faded. And by the time we discover the power of youth we are 'over the hill' and deeply buried under life's debts and responsibilities. If we plan our retirement well we can lead a perfect 16 year old's carefree life at 60!"

The media mix for the campaign includes TV and outdoor. Abhijit Avasthi is the creative director and copywriter for this campaign.