The Association of National Advertisers (ANA) has selected two NYL Indian commercials as this year's Multicultural Excellence Awards finalists. A total of three ads were chosen in the Asian category (which comprises the Chinese, South Asian, Korean, Japanese, Vietnamese, and Filipino markets). One General Motors' ad was the third finalist in this category. The winning ad will be announced on Nov 7 at ANA's Multicultural Conference Awards dinner in Disneyland, California. The New York Life's campaigns chosen as finalists were, "Indian Traditional Wedding" (a recruiting campaign) and "Your Dreams... Our Commitment" (a branding campaign).
"Indian Traditional Wedding" (60 second recruiting ad) highlights actual rituals of an Indian traditional wedding. It explains what the rituals signify, and then compares them to the existing relationship between New York Life as a company and its professional agents. The final message "come home to New York Life", invites potential agents to join New York Life's agency sales force. (download commercial)
"Your Dreams... Our Commitment" (60 second branding ad) is a self-explanatory TV ad. It basically depicts various situations in the lives of kids. The scenes shown are meant to portray every parent's concern about their children's ambitions, happiness, security, achievement and growth. The ad conveys the message that New York Life has a strong commitment to be there when needed to protect a child's dreams.(download commercial)
Our commercials did not have the participation of an ad agency, they were created and produced entirely by New York Life's Indian Market Unit. In addition to the ANA recognition, these ads have received abundant praise within the Asian-Indian community.
For many ad agencies, the ANA Awards is the most important window to showcase their work and get future contracts. These ad agencies are the main supporters of ANA.
|ANA's Multicultural Excellence Awards Asian Category - Contenders list|
|All State||Kang & Lee|
|AT & T||Kang & Lee|
|Bank of America||10 Communications|
|General Motors||A Partnership|
|New York Life||entirely done in house (Indian), Toto Group (Chinese)|
|Ford||Pan Com International|
|Toyota||Inter Trend Communications|
|SBC||Pan Com International|
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|Asian-Indian Market Honored in 2004 National Advertiser's Multicultural Excellence Awards|