Insurance mindset report- Covid Era - by Max Life Insurance

Mar 02 2021

 

Reinforcing its commitment towards ensuring greater financial protection for the country, Max Life Insurance Company Ltd. unveiled the findings of the third edition of its flagship survey ‘Max Life India Protection Quotient 3.0 (“IPQ 3.0”)’ in partnership with KANTAR. As per the survey, Group Term Owners (salaried professionals who own term life insurance offered by their employer) were found to be more financially secure than salaried non group term owners, and the term insurance ownership among the self-employed was observed to be increased during the pandemic.  

In the backdrop of Covid-19, group term life (GTL) insurance owners displayed a higher protection index of 49 in comparison to salaried non GTL owners at 38. The survey revealed that the degree to which GTL owners are aware about life insurance products or knowledge index stood at an impressive 69 points, whereas it remained relatively lower for salaried non GT owners at 56. As a result, the former’s life insurance ownership levels stood at a higher 86% for salaried GTL owners in comparison to 68% for salaried non GT owners. 

The survey also revealed significant changes in employees’ attitudes towards life insurance and continued financial coverage during unprecedented times. Around 65% respondents of group term life cover owners said that life insurance cover being offered by the employer was an important factor to decide on their employment with a company. Moreover, 56% salaried group term life cover owners and 53% salaried non GTL cover owners said that employers should offer life insurance advice to plan personal finances better. 

Commenting on this, Aalok Bhan, Director and Chief Marketing Officer, Max Life Insurance said, “Faced with the possibility of a job loss, income decline and potential loss of health care, the Covid-19 pandemic heightened employees’ financial vulnerabilities. As a result, there was an increased focus towards savings and investments that could help combat unforeseen circumstances along with ensuring comprehensive financial protection. The insights also point towards the need for employers to assume a key role in helping their employees build long term financial resilience over the course of their employment.”

In addition to this, there was also a notable increase in financial protection levels of salaried and self-employed classes. Term insurance awareness of salaried class increased from 57% last year (as per IPQ previous 2.0 survey) to 62% this year, whereas term insurance awareness of self-employed jumped from 51% to 63%. Consequently, term insurance ownership also increased from 26% to 28% for salaried respondents and from 24% to 31% for self-employed marking a positive development as self-employed surpassed salaried in term insurance ownership for the first time. 

The following findings reveal detailed insights across financial priorities and anxieties of salaried group term insurance owners, salaried non GT owners, salaried and self-employed cohorts:

  • Group term insurance owners more secure across facets of financial protection

 

With financial security levels at 69%, group term life insurance owners were found to be more secure across different facets of financial protection even amidst the pandemic. Owning life insurance from their employers, 77% group term owners felt secure about financially catering to their child’s education whereas 74% felt secure about fulfilling family’s basic needs and 71% felt financially secure about their jobs/business. 

As opposed to this, salaried non GT owners showcased financial security levels at an average of 56% and were less secure across various facets. Only 62% felt secure about fulfilling family’s basic needs, 61% felt secure about financially catering to child’s education, and 59% were secure about their jobs/business. 

  • However, only 57% group term life insurance cover owners feel life cover offered by employer group term is sufficient

 

Group term life cover owners also displayed high term insurance awareness and ownership of 73% and 43% respectively, as opposed to salaried non GTL cover owners, only 58% of whom were term aware and only 24% owned term insurance. Given this heightened awareness of financial protection, only 57% group term owners felt their group term life insurance cover (offered by the employer) was sufficient whereas 37% group term life cover owners said it was only somewhat sufficient and 4% said it was not sufficient at all. The same points at an opportunity for employers to engage with staff on insurance and related benefits conversation, motivating them to avail of greater insurance in the wake of Covid-19. 

  • Salaried class continue to be higher on protection and knowledge index in comparison to self-employed

 

The survey also witnessed that salaried class outperformed self-employed across protection, knowledge index, and security levels even as the latter displayed compelling progress. Both cohorts registered an increase in their overall protection levels – while protection index of salaried class increased from 37 last year survey (IPQ 2.0) to 41 now, that of self-employed rose from 35 to 39. 

Knowledge index or life insurance awareness of salaried class stood at 59 which resulted in life insurance ownership of 72%. While knowledge index of self-employed class was at a relatively lower 55, the cohort owned marginally more life insurance at 73%. Despite this, the overall security levels of self-employed group stood at a lower 57% as compared to 59% of salaried group.  

About India Protection Quotient 

 

Instituted in 2019, India Protection Quotient is an annual survey by Max Life in association with Kantar aimed to understand the pulse of the Indian consumers in the financial protection space. Launched with the sub-objective to increase uptake of term insurance, as the most fundamental and economical form of life insurance, the survey aims to reveal the state of urban Indians with regards to current financial security levels, changing savings & investment patterns, key anxieties & triggers of financial protection in a contemporary world.

 

India Protection Quotient the degree to which Indians feel protected from future uncertainties, on a scale of 0 to 100, is a proprietary tool developed in partnership with Kantar. It is based on the attitudes, mental preparedness around future uncertainties, awareness, and ownership of life insurance product categories (term, endowment and Unit Linked plans). 

 


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Through witty anecdotes, real-life accounts, and stories from the Vedic scriptures, he gently guides listeners on the road to winning their inner battle. The book has been narrated by Zubin Balaporia and published by Audible Studios. You can listen to it for free with your Audible trial.   Alexa, what's free from Audible?   Listen to Ruskin Bond's 'The Blue Umbrella' and 'Angry River' audiobooks for free on Alexa   Top picks at Amazon.in (Paperbacks & Hardcover)   A Court of Silver Flames (A Court of Thorns and Roses) by Sarah J. Mass- The richly imagined Court of Thorns and Roses series continues with the journey of Feyre's fiery sister, Nesta Archeron who has always been prickly – proud, swift to anger and slow to forgive. You can avail the paperback version at INR 633.   The Last Queen by Chitra Banerjee Divakaruni - An exquisite love story of a king and a commoner, a cautionary tale about loyalty and betrayal, and a powerful parable of the indestructible bond between mother and child, Chitra Banerjee Divakaruni's unforgettable novel brings alive one of the most fearless women of the nineteenth century, an inspiration for our times. You can purchase this hardcover copy for INR 400 from Amazon.in.   Turn A Blind Eye by Jeffrey Archer  - Turn a Blind Eye is the third instalment in the gripping story of Detective Inspector William Warwick, by the master storyteller and Sunday Times number one bestselling author of the Clifton Chronicles. You can purchase the paperback version at INR 329 and hardcover copy at INR 763.   Buy Kindle E-Reader at Amazon.in Kindle (10th Gen), 6" Display with Built-in Light, Wi-Fi (Black) - Meet the all-new Kindle that comes with a built-in adjustable front light so you can read indoors and outdoors and at more times of the day. Purpose-built for reading, All-new Kindle features a glare-free touchscreen display that reads like real paper, even in direct sunlight. You can get it for INR 7,999.   Kindle Paperwhite (10th gen) - with Built-in Light, Waterproof, 8 GB, WiFi - Our thinnest, lightest Kindle Paperwhite yet, with a sleek, modern design so you can read comfortably for hours. Features our signature 300 ppi, glare-free Paperwhite display, laser-quality text, and twice the storage of the previous generation. Plus, a single battery charge lasts weeks, not hours. You can get it for INR 12,999. 
Infectious Advertising assigned the creative mandate for Ebco
Apr 20 2021 By Admin
     Infectious Advertising has won the creative mandate for Ebco, India’s leading furniture hardware manufacturer. Infectious will handle the ATL, BTL and Digital creative services for the brand. Rajesh Nair, Director - Sales & Marketing at Ebco, mentioned, “We are happy to appoint Infectious Advertising as our creative agency for digital and non-digital brand communications of Ebco and its group brands. We are confident that their expertise in working with established brands across different industries will align with our growth plan for the brand.” “Ebco has a fantastic range of innovative products. It's an honour for us to be selected as their communications partner. We look forward to creating some fantastic work for them.” Nisha Singhania and Ramanuj Shastry- Founding Partners, Infectious Advertising, stated. Ebco's product range includes office furniture fittings, home furniture fittings, retail display systems, a range of window & door hardware, accessories, and LED furniture lights.
The five episodes docuseries directed by Emmy-winning filmmaker Joe Berlinger, will debut on Lionsgate Play this Friday, 23rd April
Apr 20 2021 By Admin
  Lionsgate Play the premium streaming service is all set to premiere the much-awaited series ‘Confronting A Serial Killer’ on its platform. The series is executive produced and directed by Oscar-nominated and Emmy-winning filmmaker Joe Berlinger and produced by Emmy Award winning Po Kutchins. ‘Confronting a Serial Killer’ is an American true crime series showcasing the astonishing story of the unprecedented relationship between acclaimed author and journalist Jillian Lauren and the most prolific serial killer in American history, Sam Little. This is a five-episode series, which will be launched on Lionsgate Play on weekly basis.   In the series, New York Times best-selling author and memoirist Jillian Lauren uncovers Sam Little’s darkest secrets and aids law enforcement in solving a multitude of cold case murders. This is while struggling to reconcile her own history of addiction and abuse, with her present-day mission to return the identities of previously nameless bodies and forgotten women. As she slips deeper into his sordid world, Jillian realizes that she may become, psychologically, Little’s last victim. The story will detail Lauren’s race against time to identify Little’s victims. This revolutionary series shines a light on the distressing impact of racial and gender bias in the criminal justice system against victims from marginalized communities.   Watch the trailer - https://www.youtube.com/watch?v=XtTxUDw13_I  
Glad U Came Announces #PayYourInterns Campaign To Encourage Paid Internships
Apr 20 2021 By Admin
    Glad U Came,  an award-winning PR and Influencer Marketing Agency based in Mumbai launches the #PayYourInterns campaign, which advocates for an increase in the amount of paid internships across all work sectors. The campaign addresses how paid internships can offer an opportunity to students and help them prepare for the future without having to sacrifice financial stability, especially in the current economy heavily affected by the Covid-19 pandemic.   Glad U Came believes that everyone who works, including interns, are entitled to get paid, regardless of any prior experience in the field. Although freshers and some hardly even out of college, interns contribute to the total turnover to the establishment they are associated with. Keeping that in mind, the #PayYourInterns campaign sheds light on the fact that a paid position can motivate interns to be more efficient in the organization and achieve better results.   #PayYourInterns is committed to bridging the gap between education and work experience that exists in the formal workspace. It encourages founders and leaders to invest in paid internships to create a more productive and efficient work environment. #PayYourInterns also aims to bridge the gap between the classes who can afford unpaid internships and the ones who cannot.   Internship at GUC Apart from paying our interns a monthly stipend, GUC also has an Intern of the month programme. Along with presenting our interns with welcome kits and an onboarding token of welcome, Glad U Came prides on including the interns in our weekly staff meetings and brainstorming sessions, as we believe new talent brings in new hope.   Commenting on the launch of #PayYourInterns, Maddie Amrutkar, the Founder and CEO of Glad U Came said, “We want to encourage an ethical way to use interns in the workspace today and believe that the best way to do this is to make every internship a paid internship. This will ensure that students from all economic backgrounds have access to opportunities that help them succeed in the future. If we want to have a competitive workforce in the future, employers need to invest in more paid internships.”   Check out Glad U Came’s Instagram page to get more insights on the #PayYourInterns Campaign https://www.instagram.com/gladucamepr/

Agencies

Infectious Advertising assigned the creative mandate for Ebco
Apr 20 2021 By Admin
     Infectious Advertising has won the creative mandate for Ebco, India’s leading furniture hardware manufacturer. Infectious will handle the ATL, BTL and Digital creative services for the brand. Rajesh Nair, Director - Sales & Marketing at Ebco, mentioned, “We are happy to appoint Infectious Advertising as our creative agency for digital and non-digital brand communications of Ebco and its group brands. We are confident that their expertise in working with established brands across different industries will align with our growth plan for the brand.” “Ebco has a fantastic range of innovative products. It's an honour for us to be selected as their communications partner. We look forward to creating some fantastic work for them.” Nisha Singhania and Ramanuj Shastry- Founding Partners, Infectious Advertising, stated. Ebco's product range includes office furniture fittings, home furniture fittings, retail display systems, a range of window & door hardware, accessories, and LED furniture lights.
Glad U Came Announces #PayYourInterns Campaign To Encourage Paid Internships
Apr 20 2021 By Admin
    Glad U Came,  an award-winning PR and Influencer Marketing Agency based in Mumbai launches the #PayYourInterns campaign, which advocates for an increase in the amount of paid internships across all work sectors. The campaign addresses how paid internships can offer an opportunity to students and help them prepare for the future without having to sacrifice financial stability, especially in the current economy heavily affected by the Covid-19 pandemic.   Glad U Came believes that everyone who works, including interns, are entitled to get paid, regardless of any prior experience in the field. Although freshers and some hardly even out of college, interns contribute to the total turnover to the establishment they are associated with. Keeping that in mind, the #PayYourInterns campaign sheds light on the fact that a paid position can motivate interns to be more efficient in the organization and achieve better results.   #PayYourInterns is committed to bridging the gap between education and work experience that exists in the formal workspace. It encourages founders and leaders to invest in paid internships to create a more productive and efficient work environment. #PayYourInterns also aims to bridge the gap between the classes who can afford unpaid internships and the ones who cannot.   Internship at GUC Apart from paying our interns a monthly stipend, GUC also has an Intern of the month programme. Along with presenting our interns with welcome kits and an onboarding token of welcome, Glad U Came prides on including the interns in our weekly staff meetings and brainstorming sessions, as we believe new talent brings in new hope.   Commenting on the launch of #PayYourInterns, Maddie Amrutkar, the Founder and CEO of Glad U Came said, “We want to encourage an ethical way to use interns in the workspace today and believe that the best way to do this is to make every internship a paid internship. This will ensure that students from all economic backgrounds have access to opportunities that help them succeed in the future. If we want to have a competitive workforce in the future, employers need to invest in more paid internships.”   Check out Glad U Came’s Instagram page to get more insights on the #PayYourInterns Campaign https://www.instagram.com/gladucamepr/
MCX and Nihilent Technologies partners with Times OOH to showcase real-time cricket updates on their digital screens at T2, Mumbai Airport.
Apr 15 2021 By Admin
    With the beginning of the most favorite sporting event of the year, Times OOH a prominent OOH player at Airport and a leader in DOOH media has come up with an innovative offering showcasing real-time cricket score updates on the digital screens at, Mumbai Airport. Live cricket score updates will offer air travellers their cricket fix whilst moving from one destination to another and also offer high brand recall. Sponsoring cricket updates is growing strongly year on year and this year MCX and Nihilent Technologies have pioneered to sponsor the cricket content at T2, Mumbai Airport. This similar activation offering is available on all Times OOH digital screens across other airports and Metro.  The content showcases real-time score updates, team standings, and upcoming matches. The Digital screen is divided into a 70:30 ratio where 70% will be for content and 30% for the brand’s Ad or logo. Sumit Chadha, Business Head, Mumbai Airport - Times OOH says, “This is a most wanted sports program for we Indians. It is a 50-55 days event capturing millions of eyeballs. The Indian consumers like to track matches while they are on the move and our properties offer high dwell time to premium audiences. This Innovatively designed content attracts attention along the travel path. The real-time cricket score update and fixtures on the digital screens provide compelling content to travelers. It is indeed a great brand connect and offers a high brand recall. So, brands must take advantage of this opportunity.” Times OOH offers comprehensive media solutions across Airports, Metro, and Street furniture in India and Mauritius.  
Second Edition of 'The Great Visioners Awards 2021' to felicitate Digital Influencers Virtually
Apr 14 2021 By Admin
    The Great Visioners Awards is back with its second edition presented by Crossword Public Relations. This Award Show is an annual celebration and remembrance of those people who have done wonders in their industry. This time the event is targeted at social media influencers, bloggers and vloggers who have done exceptional work to engage audiences on their social media platforms. This event will be held virtually on May 24.   “The Great Visioners Awards 2021” is to acknowledge and appreciate the influencers, bloggers & vloggers from different categories for their amazing promotion on social media. The audience will comprise all the people from business to consumers, brands to users from PR, business and digital industry. This award show will be done virtually on our social media handles and more than 1k influencers across categories are expected to join in. The experienced jury will be selecting the winners considering their social media presence, content and branding as the key components.   The Influencer award show organized by Crossword Public Relations is expected to bring together social media freaks who have unique and outshining work on various social media platforms. It will be an eye-opener for audiences to witness the latest social media trends and happenings. Thus, it will be informative, interactive, and thought-provoking.   Rajnish Jain, Founder of Crossword Public Relations said; “We are back with our second edition of The Great Visioners Awards and we are delighted to announce it's going to be held on May 24th, 2021. It is a huge step for us in the industry to launch and host our award show. My team and I are eager to make this a success as we are expecting more than 1k people to attend this virtual event. The event's major purpose is to recognize and honour the great achievements of social media enthusiasts including influencers, bloggers and vloggers. We are hopeful that this will enable us to bring forth exceptional Influencer Marketing campaigns that showcase exceptional planning, execution, creativity and innovation.”

OTT

MX TakaTak launches #KhelTakaTak Bann TakaTak anthem that sees its KOLs celebrate the spirit of all things cricket
Apr 16 2021 By Admin
  Ab Cricket Bhi Hoga TakaTak, with homegrown platform MX TakaTak bringing its viewers all the fun and entertainment of cricket as the Official Short Form Video Partner for 7 teams including Delhi Capitals, Kolkata Knight Riders, Mumbai Indians, Punjab Kings, Rajasthan Royals, Royal Challengers Bangalore and Sunrisers Hyderabad.   Nothing unites India like cricket and the leading short form video app has launched an anthem titled ‘Khel TakaTak, Bann TakaTak’ to celebrate the spirit of all things cricket and highlight the exciting hashtag challenges that will be going live soon in the app, as part of this association.   This groovy tune promises to rev up the enthusiasm of India’s cricket lovers and encourages fans to not only cheer for their favourite teams but also participate and showcase their skills on the platform through engaging challenges. The music and overall vibe of this catchy anthem brings alive the national obsession that the country has for cricket. The song has been composed by RSC Tunes and sung by Rabbit Sack C and will see prominent digital sensations like Garima Chaurasia (Gima Ashi), Nisha Gurgain, Angel Rai and Noor Afshan as a part of the video.   Watch it here: http://bit.ly/KhelTakaTakAnthem   Speaking about the video, Nisha Guragain said, “I had a great time participating in this shoot, it felt like the perfect combination of cricket and entertainment. I’ve always enjoyed watching cricket matches and since we can't physically make it to stadiums anymore, I can’t think of a better way to cheer for your favourite teams in a virtually safe manner that is fun for you as well.”   Influencer Gima Ashi also added saying, “Jeetega Bro Jeetega in the chorus made me feel like I was in the middle of the stadium, it's such a typically cricket centric cheer and with the upbeat tempo of the song, I am sure that one and all will join us in creating fun content around cricket as part of the #KhelTakaTak challenges.”   #KhelTakTak on MX TakaTak enables users to catch their favorite cricketers at their candid best off the pitch, giving them a chance to get up-close and personal with their favorite cricket players through a live meet-and-greet as well as the chance to win some exciting merchandise as part of the in-app challenges.   
Mark your calendar for the premier of Skyfire on Lionsgate Play app
Apr 09 2021 By Admin
    Get ready for a dose of lava, magma, and steam packed with high tech VFX effects as Skyfire premiers exclusively on Lionsgate Play app on 9th April 2021. Directed by Simon West and written by Wei Bu and Sidney King, the movie stars Wang Xueqi, Hannah Quinlivan, Shawn Dou, and Jason Isaacs. The movie was #1 on box office for opening day collection in China and is intended to have a trilogy series.   The plot revolves around a theme park built by a millionaire on a volcanic island of Tianhuo, so beautiful that people forget it is located in the “Ring of Fire”. The greedy businessman’s island project overlooks the warnings from a volcanologist Meng played by Hannah. Wentao Li (Meng’s father) steps in and it’s a race against the clock to save his daughter, and the tourists and villagers from the catastrophic chaos.   Lionsgate Play is home to world class entertainment and offers best of the curated content. The app is available for download on Android Google Play store, Apple app store, Amazon firestick and JioFiber FTTH.  
MX Player, Red Bull and AutoRap by Smule come together to create Red Bull Spotlight – a hunt for India’s next rap superstar
Apr 07 2021 By Admin
    With the hip-hop scene in India fast evolving and artists from the country making their mark on the global stage, a new series gives the next generation of rappers a platform to learn from the best and hone their skills. An MX Original Series, Red Bull Spotlightfeatures beatsfromSmule’s hip hop music app AutoRap is a nationwide hunt to discover and support India’s best emerging rappers, that is now streamingfor free on MX Player.    Started in 2019 as a platform to discover India’s newest rap talent, Red Bull Spotlightis now a six-part series that will see eight rappers go head-to-head for the title. The winner will receive the opportunity to record a full-length album in a professional studio, a music video, an EPK and more, selected following a finale judged by the biggest names in Indian hip-hop – Divine, Naezy, Emiway Bantai and Dee MC. MX Player, India’s leading super app of entertainment caters to over 200 Mn Monthly Active Users and its large and diverse user base allows the emerging rap scene in India to scale new heights and reach fresh audiences. AutoRap, Smule’s app for hip-hop enthusiasts, rappers and beat makers, has partnered withtheseries toseamlesslyintegrateits music creation platform, whichallows users to recordrapover beats with special effects to make original songs and videos.        Elaborating on the same, Vivek Jain - COO, MX Playersaid, “We’re delighted to have partnered with Red Bull and AutoRap to bring alive the biggest battleground for budding rap enthusiasts in India. This three-way partnership presents as the perfect harmony of brands coming together for a bespoke integration and digital first content solutions, that we’re able to craftfully weave into stories or formats that can appeal to our large user base.”    “Red Bull Spotlight is a launch pad for the next generation of hip hop talent in India,” said Bill Bradford, Smule President.“We’re thrilled to partner with MX Player and Red Bull to fuel creative expression and shine a light on these talented rappers and their music. We’re proud to provide the musical creation platform these rising stars can use to share their stories, and to serve as the backdrop of their art.”         In the series, produced by Red Bull Media House and MX Player with Supari Studios and directed by Nisha Vasudevan, the finalists – A-Gan from Chennai, Loud Silence from Bengaluru, MC Headshot from Kolkata, Supermanikk from Chandigarh, Albela from Noida, Rhyming Man from Bhubaneshwar, The Rushi Gosavi from Goa and Siyaahi from Ahmedabad – spend a week under the mentorship of some of the finest in Indian hip-hop, attending workshops and sessions, doing challenges and more. Mentors include Sofia Ashraf, Naezy, Dopeadelicz, Sez on the Beat, and D’evil.    DIVINE, amongst the country’s biggest names in hip-hop and a fellow judge at the finale, says, “I was pleasantly surprised by the wide-ranging talent in the finale. I think that says a lot about the selection process and also about the quality of talent waiting to be discovered and given a platform in India. Red Bull has been supporting music and culture in many different formats right from before I started as well and up to now. Spotlight is another endeavour in that long line of platforms given by them in helping talent get discovered and work towards building sustainable careers for them”.   Stream an MX Original Series Red Bull Spotlight beats by AutoRap, app by Smule  now exclusively on MX Player - http://bit.ly/SpotlightOnMX  
Lionsgate Play played prank on the cast and crew at the shooting studio this April Fool’s day, to add a little cheer
Apr 02 2021 By Admin
  On April Fool’s Day, Global content leader Lionsgate Play pulled a prank on the sets of Casual and U-Special. Both the originals are currently being shot in Mumbai and Delhi respectively. With ongoing pandemic, the brand decided to bring in some cheer to those on the set by playing a joke. Amid the shoot, stage actors pretending to be cops stormed on to the sets, demanding for approved paperwork for the shoot. Blaming the crew for a falsified approval letter the police (stage actors) went on to escort the cast and crew out of the location creating a frenzy among the team. A flash mob then broke up the panic with a dance performance and banners quoting #YouHaveGotPranked by Lionsgate Play. The star cast of Casual - Kunal Kohli and Lara Dutta Bhupathi along with star cast of U-Special - Akarsh Khurana, Adhaar Khurana, Sumeet Vyas, Lukram Smil were seen breaking into riots of laughter after the prank.