Max Life Insurance has won two Creative Abby Awards at the Goafest 2014, for its ‘i-genius-Young Author’s Hunt’ initiative. Max Life Insurance won the awards for Brand Activation and Promotion for this initiative in two categories -:
- Financial Services --- Bronze
- Integrated Campaign led by Promo and Activation --- Silver
In 2013, Max Life Insurance had launched a nationwide hunt for young writers through its progamme, i-genius Young Authors Hunt to celebrate, recognize and reward young writing talents of the nation. Authors Ruskin Bond and Chetan Bhagat alongwith the editorial team at Rupa Publications India shortlisted the top 50 stories from 55,000 registrations received from across India. The collection of these stories was published as the book ‘i-genius – A Twist in the Tale’. This book is available on sale at online stores at a reasonable price of Rs. 250/-.
To promote this initiative and the book an integrated brand activation and promotion campaign was launched in the print and digital media.
Participation - To initiate participation multiple Authors’ Day were organized with the Jury members who interacted LIVE with children and their parents across all Max Life Insurance offices through Live webcast and answered all their questions. A creative writing workshop was also organised with Ruskin Bond and Paro Anand who gave useful tips to children on creative writing. This was simultaneously telecast live on the company’s digital assets
Selection - Over 55,000 registrations were received and through a multi level selection process which included on-the-spot writing stage, video-conference round with expert jury panel final winners were selected
Reward - The top 50 entries were published in a book titled i-genius A Twist in the Tale by Rupa Publications India at a well-attended book launch function on 17th December 2013. The top 100 stories were also published in a special e-book edition. The first print edition was a sold-out and the publishers have already gone into 2nd print edition of the book.
Publicity - The book launch event was telecasted LIVE on www.igenius.org, followed by replug of the webcast event with 1000+ views, and post event coverage and memoirs on Facebook. The stories in the book was brought alive on YouTube channel and generated lot of conversations on social.
i-genius had also partnered with 92.7 Big FM to create a unique media property “Chote Geniuses ki Kahaniyaan – with Neelesh Misra”. The radio network brought 10 of the Top 50 stories live on radio in 6 cities across the country through a dedicated 30 minute radio show called “Chote Geniuses ki Kahaniyaan – with Neelesh Misra”. This show talked about Max Life’s i-genius Young Authors Hunt, an interaction with the winning child, a real time narration of his story on the radio network. This was a first of its kind content innovation on radio in India.
On this occasion, Anisha Motwani, Director & Head – Marketing, Direct Sales & Ecommerce, Max Life Insurance said, “I am overjoyed to know that our brand activation and promotion effort for ‘i-genius-Young Authors Hunt’ has won two prestigious metals at the Goafest 2014. Winning these metals has reinforced our belief in promoting young talent through i-genius. At Max Life we will continue to be committed to creating innovative opportunities that provide a recognition platform for young children to showcase their talent.”
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