Max New York Life launches integrated campaign for 'Shiksha Plus'

Max New York Life has launched I-Genius, which it describes as a 'comprehensive parent-child nurturing programme', that will support talent development of children by identifying and rewarding those kids display all-round skills.

The launch of this programme comes close on the heels of the company's announcing its child plan, Shiksha Plus. To promote the same, it has unveiled a 360-degree campaign.

Anisha Motwani, chief marketing officer, Max New York Life said, "While earlier, it was all about focusing only on children’s education to ensure their good career, in the last one decade there is a significant shift in attitudes of both parents and children. We at Max New York life understand that it is extremely important to support children in areas beyond studies to help them develop an all-round personality which is crucial for success in today’s world. Our brief to the agency was to help develop a campaign that will communicate to all parents of young children about a unique child plan that encourages and supports all-round talent that goes beyond just academic education."

Satbir Singh, national creative director, Euro RSCG India said, "In most cases, when thinking of their child's future, parents tend to pre-decide his or her career. The child, on the other hand, may have own plans backed by talent. Max New York Life's's 'Shiksha Plus' child plan encourages all-round talent and supports it at various milestones as a child grows. This is a multi-faceted programme and celebrates the fact that children usually find their own calling and shine at it. As parents, we must nurture that."

View the TVCs here


Credits
Brief: To communicate to all parents of young children a unique child plan that encourages and supports all-round talent that goes beyond just education.
Client: Max New York Life Insurance
Creative agency: Euro RSCG India
National creative director: Satbir Singh
Executive creative director: Mani Jayaram
Copywriter: Ashish Nath, Sarabjeet Chadha
Art director: Mani Jayaram, Twinkle Thomas
Account planning: Suman Srivastava
Client servicing: Sushant Panda, Sheel Saket, Sajan Nair, Kanika C
Production house: Whitelight
Director: Nomita & Subir
Media used: Integrated, 360
Media agency: Madison