The desire for more or to be better is one of the strongest human drivers. 

It is behind every great invention and amazing discovery.

And sometimes, behind successful insurance products. 

 Historically, insurance products were positioned on perceived danger and fear.

But for Max New York Life to stand out, it needed to be different. So what better

than repositioning insurance products as an enabler to a better life.

'Karo zyaada ka iraada' was a call for action to wish for more, to take actions

that deliver more and to constantly beat the status quo.

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"Insurance comes with

a lot of pessimism and

since we looked at it with new lens,

we freed it by making it

more optimistic."

-Anisha Motwani,

Director and CMO,

Max New York Life.

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