Max Life Insurance: New Year greetings and resolution campaign

Max Life Insurance, a life insurance company, increased business growth in India by sending personalised new year greetings to tap into people's desire to make new year resolutions.

Campaign details

Brand: Max Life InsuranceAgency: Magnon eg+

Strategy

Objective

Background and Opportunity

India is one of the biggest markets for insurance in the world.

But surprisingly, the insurance penetration rate in our country continues to be the lowest in the world. Overall insurance penetration (premiums as a percentage of GDP) in India was 3.69% in 2017, providing a huge underserved market.

Market studies revealed that in India, we love our families but getting them insured is not very high on our priority list.

But come January, insurance companies see a sudden spike in interest amongst its...

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