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A Comms creates a new ‘reality’ for Max New York Life insurance
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network2media Bureau   
Thursday, 17 May 2012 09:00 (IST)
Aurora Comms, Max New York LifeMUMBAI: India’s leading retail media network, Aurora Comms has pushed its innovation bar even higher with its latest campaign for Max New York Life. Taking the leading insurance provider’s recently launched TV campaign forward into the urban outdoor space, A Comms has created yet another installation that hits the sweet spot.

Noteworthy initiative Taking over the prime ground floor area of InOrbit mall, one of Mumbai’s most popular shopping destinations, A Comms brought to the fore some ‘augmented reality’ to create a buzz. The same was also executed at DLF Promenade in Delhi - Bringing to life the ‘devil and the insurance agent’, virtual characters from MNYL’s TV commercial, it created a square, inviting the mall’s many visitors to step into a new experience.

Involving and engaging Once someone is in the square, the 'devil' and the 'agent' would appear in front, thanks to cutting-edge technology. There on, the person would be prompted to punch and destroy the 'devil' in many ways, with the 'agent' interacting and advising too. Coupled with an exciting background score and a reality that dissolves into a virtual world, this became an engaging experience for the participants and hundreds of onlookers.

Building interactivity The fact that the insurance company’s advisors are known for giving the right advice was to be communicated to the right audiences and A Comms chose a never-tried-before approach that created a dynamic, sharp and credible image of the client. Also, the activity being scheduled at major Indian metros and B towns in-sync with the TV commercial being on air meant that this campaign is helping to reach out to thousands of targeted customers.

Anisha MotwaniOn using this medium to communicate, Anisha Motwani, director and chief marketing officer, Max New York Life Insurance, said, “Max New York Life has always thought of communicating to its audience in an effective and innovative medium. The AR initiative is an extension of our new brand campaign ‘Aapke Sachche Advisor’.”

Vishakha SinghVishakha Singh, executive director, A Comms, added, “Augmented reality has the capability to engage the audience in real size yet virtual world and this is what we designed for Max New York Life consumers. We are glad this campaign is delivering the communication to the consumers”

A Comms and MNYL have planned this activity across metros.


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