Awards Received - New York Life Asian-Indian Market Unit

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P&G, NY Life Insurance, Volvo Cars, Office Depot, Heineken and MCNeil Nutritional honored for outstanding campaigns
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.
New York, NY - November 9, 2004
The Association of National Advertisers (ANA) revealed the Asian winner of its fourth annual Multicultural Excellence Awards during a ceremony at the ANA Multicultural Marketing Conference at Disney's Grand Californian Hotel, Anaheim, CA. The awards recognize ANA member companies that have produced outstanding multicultural advertising campaigns that ran between June 2003 and May 2004. The ANA represents over 330 of the nation's largest corporate marketers.
New York Life's Ashwin K. Verma (CVP Asian-Indian Market)

New York Life's Ashwin K. Verma (CVP Asian-Indian Market) receiving the awards from Gilbert Davilla (VP of Multicultural Marketing for Walt Disney Co.) and Gwen Kelly (Senior Multicultural Specialist for American Family Insurance)

The Association of National Advertisers (ANA) had initially selected two NYL Indian commercials as finalists for the Asian category, which comprised the Chinese, South Asian, Korean, Japanese, Vietnamese, and Filipino markets. The winning ad was announced on Nov 8 at ANA's Multicultural Conference Awards dinner in Disneyland, California. The New York Life's campaign chosen as winner was "Indian Traditional Wedding" (a recruiting campaign). Another Indian ad "Your Dreams... Our Commitment" (a branding campaign), was honored as an outstanding 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.

"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.

The ads were created and produced 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.

ANA - Leading the Marketing Community
About the Excellence Awards and ANA

ANA's Press Contacts:

Meredith Topalanchik
CooperKatz & Co for the ANA
(212) 455-8018 mtopalanchik@cooperkatz.com

Lesley Weiner
CooperKatz & Co for the ANA
(212) 455-8079 lweiner@cooperkatz.com

The ANA Multicultural Marketing Committee sponsors the Multicultural Excellence Awards. The committee, which was established in 1998, helps ANA members share knowledge and best practices in marketing to America's burgeoning ethnic markets. A portion of the proceeds collected from the awards submission fees will be used to help fund scholarships for high-potential multicultural students who plan to pursue careers in advertising and/or marketing.

The ANA's mission is to provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests.

The ANA is the industry's foremost and recognized source of marketing communications best practices. It also leads industry initiatives, influences industry practices, manages industry affairs, and advances, promote and protect all advertisers and marketers.

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.

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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 K 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.

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Awards Received - New York Life Asian-Indian Market Unit
 

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