"Trust, Loyalty and Friendship Forever..." is New York Life's most recent TV ad campaign directed at the Indian Diaspora in the United States. The campaign is comprised of six TV commercials built around New York Life's commitment to be there when needed, "The Company you Keep" in the Indian community. The ads show cute friendship interactions between a group of Indian kids and a baby elephant.

For Indians, elephants are symbols of strength, loyalty and integrity, and represent good fortune. They carry the general perception of being family loving and compassionate. Elephants are also known for their camaraderie and team commitment. In the commercials we subtly attribute these elephant's traits to New York Life's brand. Corporate Vice President Ashwin K. Verma, who heads the Company's Asian-Indian and Korean market units, developed the concept of the campaign.

The ads are being aired through major national and local Indian channels in the sequence detailed below.

1. City Tour (60 seconds ad); Click here to see the ad
2. Film Shooting (30 sec. ad); Click here to see the ad
3. Govinda (30 sec. ad); Click here to see the ad
4. The Beach (30 sec. ad); Click here to see the ad
5. Amusement Park (45 sec. ad); Click here to see the ad
6. Ganesh (45 sec. ad); Click here to see the ad
7. Making of the ads (5 min. doc.); Click here to see the ad

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