Max New York Life celebrates the need to want more

More, it seems, is what today’s youth want. Forget that Pepsi used Yeh Dil Maange More some years ago. O&M’s new campaign for Max New York Life, Karo Zyaada Ka Iraada, is based on the insight that the youth today is striving for more and more.

Anisha Motwani, executive director marketing, MNYL says, “Max New York Life believes that the world will be a better place if people are unabashedly ambitious. From being a ‘partner for life’, we now move to ‘partnering your life to get you more’.”

Piyush Pandey, executive chairman and NCD, O&M adds, “The time has come when you can’t go with the tide, you have to change the tide. While youth are changing the world, we (MNYL) will be their partner.”

The TVC humourously exaggerates the yearning for more. The film opens with a young man who yearns for a bike when he spots another young man on one; cut to the young man on the bike who  wants to have a girlfriend — as he sees another young man with a girlfriend; cut to the ‘girlfriend’ on the other bike who wants to be a wife and have kids; cut to ‘the wife’ desiring a necklace that she spots in a jewelery showroom. The final cut shows an old man who buys the same necklace from the showroom spotting the young man who wished to have a bike (in the first shot) .The old man is disappointed with his age and yearns to be young and carefree. The film ends with the super, Karo Zyaada Ka Iraada.  The film has been directed by Vinil Mathews of Foot Candles. The creative director is Ajay Gehlot.

The media mix involves outdoor, print, digital, TV and a host of below-the-line activities. Max New York Life will launch an online ‘vote and win’ game show titled ‘Zyaada Ka Iraada’.