Thursday, August 25, 2022

Max Life launches its digital campaign “Term Plan for Homemakers” in an exclusive association with Disney+ Hotstar’s Connected TV offering

Marks the first-ever film launch by Max Life on Disney+ Hotstar


New Delhi, August 25, 2022: Max Life Insurance Company Ltd. (“Max Life” / “Company”) announces the launch of its digital ad film on Max Life’s term plan for homemakers, in an exclusive association with Disney+ Hotstar’s Connected Television (CTV) offering. To drive regional language consumption, the digital ad film is also being released in six languages i.e. Tamil, Kannada, Bengali, Marathi, Telugu and Malayalam. The ad film creates awareness about the need for a term insurance plan for homemakers without furnishing the husband’s income proof, to empower them financially in the long-term.

The digital ad film features actor Boman Irani as the protagonist motivating women to skill themselves in the art of self-defense as well as to equip themselves with the financial freedom to protect their family’s future. The ad film encourages homemakers to financially protect their family with the purchase of term plan, independent of the husband’s income proof.

Commenting on the launch of the campaign, Rahul Talwar, Chief Marketing Officer, Max Life Insurance said, “Max Life firmly believes in encouraging consumers to embrace their ‘real value’, and homemakers form an important segment whose contribution to society is priceless. We are excited to launch our campaign with Disney+ Hotstar, the leading OTT service in the country. This association opens up avenues to reach a wider, gender balanced audience; helping us promote the positive and reaffirming message conveyed in the film. Currently, homemakers in India are allowed term cover only as an add-on to their earning spouse’s cover. This term plan offering will help secure female homemakers’ lives independent of their spouse’s income proof. This association is a step towards empowering Indian women and enabling greater financial inclusion by protecting them in challenging times.


Talking about the digital ad film, the Disney+ Hotstar spokesperson said, The adoption of CTVs amongst consumers is the latest trend in the world of home entertainment and advertisers are following suit. We are excited to offer our suite of CTV advertising solutions to brands and are delighted that Max Life Insurance has launched its latest campaign in an exclusive association with Disney+ Hotstar’s CTV offering. We look forward to many such associations and help connect brands with their target audience via Disney+ Hotstar.”


This association between Max Life and Disney+ Hotstar sets a new benchmark in the world of advertising, with innovation and digitalization. CTV has been growing at an exponential rate in India, with a large number of consumers adopting this medium and brands leveraging the platform.


TVC Duration: 19 Seconds

Creative Agency: Tribha

Production House: Kailash Picture Company

Director: Sonal Dabral


Link to the TVC: Term Plan for Homemakers without Husband’s Income Proof | Max Life Insurance



About Max Life Insurance (

Max Life Insurance Company Limited is a Joint Venture between Max Financial Services Limited and Axis Bank Limited. Max Financial Services Ltd. is a part of the Max Group, an Indian multi-business corporation.


Max Life offers comprehensive protection and long-term savings life insurance solutions, through its multi-channel distribution including agency and third-party distribution partners. Max Life has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital.


As per public disclosures and annual audited financials for FY2021-22, Max Life has achieved a gross written premium of INR 22,414 crore. As of 31st March 2022, the Company had INR 1,07,510 crore of assets under management (AUM) and a Sum Assured in Force of INR 11,74,515 crore.


For more information, please visit the Company’s website at


About Disney+ Hotstar

Disney+ Hotstar is India’s leading streaming platform that has changed the way Indians watch their entertainment - from their favourite TV shows and movies to sporting extravaganzas. With the widest range of content in India, Disney+ Hotstar offers more than 100,000 hours of TV Shows and Movies in 10 languages and coverage of major global sporting events.


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