New Delhi, Aug 26: Targeting young and modern Indian consumers who are using insurance as a means for wealth creation, Max New York Life Insurance has revamped the brand. The company unveiled its new brand positioning-- Karo Zyaada Ka Iraada, here on Tuesday, Aug 26 that replaces its previous tagline 'Your Partner for Life'.
The new tagline represents the image of an ambitious and assertive India which is ready to compete for more, demand and dream more. Speaking on the occasion, company Senior Director and Chief Marketing Officer Debashis Sarkar said,''We are in an aggressive growth and expansion mode, we want the brand to reflect the same''.
Quoting the latest 'World Insurance Report 2008', Mr Sarkar said 88 per cent people use insurance as a means to improve personal finance.
The company, which plans to expand its distribution footprint with opening of 250 new offices, will release the new campaign by the end of this month.