Asian-Indian Market Honored in 2003 National Advertiser's Multicultural Excellence Awards

The Association of National Advertisers (ANA) named New York Life an honoree in its 2003 Multicultural Excellence Awards ceremony. This year's honorees were recognized during a special ceremony at ANA's Multicultural Marketing Conference, held in Miami from November 2-4, 2003.

Asian-Indian Market Commercials Praised
New York Life was honored because of its efforts in the domestic Asian-Indian advertising arena. The most recent campaign features five 60-second television commercials highlighting the significant role of women in various life stages. Corporate vice president Ashwin Verma, who heads the Company's Asian-Indian market unit, developed the concept.

As opposed to some of the other companies honored, our commercials were created and produced entirely in-house. In addition to the ANA recognition, these spots have received abundant praise within the Asian-Indian community.

Please click on the images below to view video clips of the commercials.

Commercial 1: Daughter - Happiness

Translation of jingle:
You've seen her in different roles, known her by different names She's around when dawn arises; she's around at the dusk of life

There are many colors to her; there are many seasons to her life As her laughter touches us, her innocence brings us smile

And her dreams fill up her world, A world of laughter and fun. You've seen her in different roles, known her by different names She's around when dawn arises; she's around at the dusk of life.

Commercial 2: Wife - Commitment

Translation of jingle:
Like the rivers that finally meet in the oceans, Like the lingering fragrance that resides in a flower

Her beloved now resides in her every heartbeat She always strives that joy may guard her home.

That the light of love spread all around And life be lit by golden rays

You've seen her in different roles, known her by different names She's around when dawn arises; she's around at the dusk of life.

Commercial 3: Mother - Care

Translation of jingle:
She's given us the world; she's the creator of life The essence of womanhood is gained only after motherhood

She ingrains good deeds into her children She's the foundation of her children's future

You've seen her in different roles, known her by different names She's around when dawn arises; she's around at the dusk of life

Commercial 4: Woman - Strength

Translation of jingle:
There is sparkling of silver on her hair, her sight a trifle weak She's lived her life with patience and strength

And now her face reflects her inner peace As the days come and go and seasons change their color Yet in her eyes the lamps of faith keep always burning

You've seen her in different roles, known her by different names She's around when dawn arises; she's around at the dusk of life

Commercial 5: That's Life

Translation of jingle:
She's the picture of affection and love she gives in abundance She turns the house into a home

Her life is multifaceted and every facet tells a story She has never left any stone unturned and never accepted defeat

You've seen her in different roles, known her by different names She's around when dawn arises; she's around at the dusk of life

About the ANA Multicultural Excellence Awards

The ANA Multicultural Excellence Awards, now in its third year, recognizes ANA member companies that have produced outstanding multicultural advertising campaigns that ran between June 2002 and May 2003.

Finalists were named in five categories:

  • African American
  • Hispanic
  • Asian
  • General Market
  • Campaign with Significant Results

The ANA's mission is to be the Center of Excellence for Marketing - to provide industry leadership and proprietary resources that enable members to build brands, improve marketing productivity and drive business results. Access to ANA's best practices, peer-to-peer network and industry leadership enable corporate marketers to: strengthen brand management, strategic planning and execution; control costs, streamline processes and create efficiencies; optimize media management and integrated marketing communications; develop professional marketing talent; shape industry platforms that advance the practice of marketing and promote free markets, free speech and free choice; and champion the value and power of marketing. The trade association represents 330 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising. For more information visit www.ana.net

For More Information

For more information, please contact Ashwin Verma at (212) 576-5590.

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Asian-Indian Market Honored in 2003 National Advertiser's Multicultural Excellence Awards
 

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