Max Life Insurance takes the CTV route to launch Term Plan for Homemakers

While crafting the communication around a newly launched term plan insurance, a brand must tug at the consumers’ heartstrings while simultaneously informing them of its practical benefits. It’s about reaching the right audiences in a space they are comfortable in and receptive to knowing more about the product. The brand needs to build trust and increase awareness. For Max Life Insurance, taking the CTV route did the trick. The brand leveraged a CTV-led strategy to launch its term plan for homemakers. 

The actor Boman Irani-led narrative aimed to drive awareness about the need for a term plan for homemakers, who majorly are female, and increase purchase intent among them. The exclusive partnership with Disney+ Hotstar for CTV targeting capabilities helped the brand reach its target audience of female GEC viewers at scale. 

The Strategy & Execution

Disney+ Hotstar identified top-viewed shows across regions and targeted their viewers with Max Life Insurance’s 20-second film as mid-rolls during ad breaks. The CTV targeting capabilities strengthened the strategy by ensuring that the homemakers, who tend to watch their favourite shows on a connected television, received the brand’s message as intended.

The campaign helped Max Life Insurance spread awareness about the importance of a term plan for homemakers, empowering them financially in the long run. The digital ad was released in six languages, including Tamil, Kannada, Bengali, Marathi, Telugu and Malayalam, ensuring efficient reach among the target audiences across the country.

Client Speak

Impact

Max Life Insurance garnered significant uplift in awareness, favourability and purchase intent with the CTV campaign on Disney+ Hotstar. According to Nielsen Brand Track, the campaign garnered 36% recall, and 69% branded recall in its launch month. Women, the campaign’s target audience, recalled the video ad more than men and rated it better for relevance and comprehension.