Max New York Life - Karo Zyaada Ka Iraada




MNYL launched a new brand campaign with the core thought of "Karo Zyaada Ka Iraada". On the internet,
the objective was to establish the new brand identity in an innovative & engaging manner, leaving the user
with the thought of wanting more & getting more in life.




We created a unique online game show called 'Zyaada ka Iraada' resting on www.zyaadakairaada.com
to communicate that one can wish for more through offering users a host of choices from everyday life.

This was promoted via banners, mailers etc. on a host of sites, Portals, Business, News, Finance, Cricket,
Matirmony, SEM. We also did Social Media Marketing - placing messages on forums, social networking sites
etc. to drive traffic to the game.

Content integration with sections created on IBNLive, HT & Livemint communicated the core proposition with
surrounding content.




The game show is run by a host who asks the user to choose between 2 comparable objects of desire.
The goal is to pick object which, in the players' opinion, is more desired by the rest of the people playing the game.
Points are assigned for each round based on the answers chosen by users.

The Banners had 2 routes, communication to drive traffic to the game which was customized to the website (cricket/ travel/ news etc) & communication adapted from the mass media creative.




Over 173 Mn impressions were served, close to 3 lakh clicks generated. The site got over 1.5 lakh unique visitors
to the site, with an average time spent of over 4 minutes. Social media activity resulted in over 10,000 visits.
A high number of registrations that also converted into product sale at well above benchmark levels.