MAM
Max launches its first corporate ad campaign
MUMBAI: Max India has launched its first corporate ad campaign with a twofold objective.
With the new campaign Max India has announced its new brand positioning of ‘For life‘. Secondly, Max is consolidating all its service offerings under the Max umbrella.
The creative agency that has worked on the campaign is Dentsu Creative Impact, while the media agency for the business is Madison Media.
The television commercials are being supported by other mediums like cinema, digital and print. The company will also be conducting few below-the-line activities to promote the brand.
The 40-seconder TVC has been produced by Lemon Yellow Sun Films.
Max India ED – Brand and Human Capital Vibha Rishi said, “Max interacts with millions of lives through many million moments of truth. Each interaction results in a memorable and satisfying experience. The brand positioning captures this sentiment with two simple words ‘For life’. We help our customers in navigating the often confusing complexities of insurance and healthcare ‘Sar jo tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye.’.”
“The current campaign is the focal point of our communication. The entire corporate marketing budget for FY13 is being spent on this campaign itself,” Rishi added.
Talking about ad campaign Dentsu India Group NCD Soumitra Karnik said, “It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere from in between the crowd, to the rooftops of buildings, in moving cars and even one that was attached to a jumper‘s knee. A lot of people did not even know they were being filmed. We just let the people lose their fear and inhibitions and just enjoy jumping on the trampolines. And they did, which was exactly what we wished to communicate that life is for living to the fullest and in all the ups and downs, Max will be right there to help them bounce back, just like a trampoline.”
Max is a multi business corporate offering services in healthcare, health insurance and life insurance. While the Max brand architecture has undergone a change, the new communication aims to build trust for the corporate brand Max, by virtue of which people can choose its constituent brands with more confidence than their competitors.
The TVC uses a simple visual device of a trampoline to connote the key message that Max India helps you bounce back in life. Various interactions are built around it reflective of the values on which the Max foundation is laid.
The film opens on a morning where you see multiple trampolines placed in a cityscape. Seeing this, passerbys are surprised and get curious to check it out. The film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’.
Brands
Zscaler, Airtel launch India AI Cyber Research Centre
New hub to boost cyber resilience and trusted AI use
NEW DELHI: As India’s digital engine roars ahead, so do the risks riding shotgun. In response, Zscaler, Inc. and Bharti Airtel have joined hands to launch the AI and Cyber Threat Research Center – India, a national initiative aimed at strengthening the country’s cyber defences and accelerating responsible AI adoption.
The centre is designed as a multi stakeholder platform that brings together industry, government and academia. Its mission is clear: protect critical sectors such as telecom, banking and energy, shield everyday digital users, and future proof India’s fast expanding online ecosystem.
India has long been a major innovation hub for Zscaler, with a substantial portion of its cyber research talent based here. With this new centre, that footprint evolves into a national collaboration engine. The idea is simple but ambitious, build in India, for India, and help power the country’s journey towards a secure and digitally self reliant future.
The timing is telling. India is building digital systems at population scale, not just enterprise scale. That scale has widened the attack surface dramatically. At the same time, cyber criminals and nation state actors are deploying AI to scan, probe and exploit vulnerabilities in minutes.
Zscaler’s research arm, ThreatLabz India, reports millions of infiltration attempts every month. These include espionage campaigns linked to regional geopolitical tensions, 1.2 million intrusion attempts from 20,000 sources targeting 58 Indian digital entities, and a rise in zero day exploit attempts across multiple industries.
In such an environment, perimeter based security models are struggling to keep pace. The new centre aims to push a shift towards secure by design systems and Zero Trust architecture.
Its strategy rests on four pillars: protect through real time intelligence, remediate by working directly with government agencies, facilitate adoption of AI driven security and Zero Trust frameworks, and build a stronger cybersecurity talent pipeline through specialised certifications.
As founding members, Zscaler and Airtel will combine global threat intelligence with local network visibility. Zscaler will deploy a dedicated India focused research team and draw insights from its Zero Trust Exchange platform, which processes over 500 billion daily transactions worldwide. Airtel, meanwhile, will contribute deep visibility into IoT and mobile traffic, helping detect suspicious activity faster and coordinate response across the ecosystem.
Bharti Airtel executive vice chairman Gopal Vittal, said the partnership extends Airtel’s commitment to safeguarding customers and the nation’s digital fabric. He added that the collaboration would address challenges unique to the Indian market and encourage secure and confident digital engagement.
Zscaler chief executive, chairman and founder Jay Chaudhry, said India’s digital ambition cannot be secured with legacy firewalls and VPNs. He noted that a modern Zero Trust architecture is essential for a hyper connected world and that the new centre would harness the scale of Zscaler’s global security cloud while empowering a new generation of Indian cyber defenders.
Additional members from critical public and private sectors are expected to join the initiative in the coming months, expanding its scope and deepening collaboration.
In a world where threats travel at machine speed, India’s answer is to think faster, collaborate wider and build smarter.
