IIPM PostGraduate (MBA) and UnderGraduate (BBA) Courses / Degree: ONCE MORE, DESIRE MORE

Friday, April 09, 2010

ONCE MORE, DESIRE MORE

“When I joined the company, it was going through an aggressive growth phase and I realised that the brand needed to keep pace with that and reflect our aggression and internal targets,” reminisces Anisha Motwani, Executive VP-Marketing, Max New York Life (MNYL). In August 2008, MNYL revamped its brand identity and changed its positioning from ‘Your partner for life’ to ‘Karo zyaada ka iraada’ in its endeavour to keep pace with young India, aspiring to live and dream more. It was, however, not just about changing the baseline, as there was also a need to make the brand come across as an aggressive and vibrant brand. Besides, due to the slowdown, consumers had started exhibiting concerns over investment units going down and that grouse had to be reversed and even taken advantage of. But it all had to be done with optimism so that when the economy bounced back, the slogan would still be relevant. “Even in the worst of the downturn, India continues to be the most optimistic country. So we zeroed in on a more aspirational proposition…” says Motwani.

With this ‘zyaada’ positioning, MNYL is now hoping to be among India’s top five insurance companies. Given that their slogan delivers on the new credo of a young, demanding and unrepentant India (Karo zyaada...), MYNL’s ambitions are not completely misplaced!

Savreen Gadhoke

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.