New York Life ad nominated for Emmy Award

The Asian Indian Market of New York Life Insurance Company has been nominated for a New York Emmy Award for The Elephant, a 60-second TV commercial that was aired in the United States from August to November 2005. 

The commercial is one of six nominated to win this prestigious award.   

"It's an honour to be nominated for this impressive award and for the opportunity to increase awareness of the core strengths of New York Life in the Asian Indian community," said Ashwin K. Verma, corporate vice president and chief marketing officer for cultural markets, New York Life. 

"This commercial embodies the values New York Life was founded on over 160 years ago and still upholds today."

'Trust, Loyalty and Friendship Forever' is the theme for New York Life's most recent TV ad campaign directed at the Indian diaspora in the United States. 

The campaign comprised of six commercials built around New York Life's commitment to be there when needed – 'The Company You Keep' in the Indian community.  The ads depict interactions between a group of Indian children and a baby elephant.

Verma, who developed the concept for the campaign, added, "For Indians, elephants are symbols of strength, loyalty and integrity, and represent good fortune. They carry the general perception of being loving and compassionate. Elephants are also known for their camaraderie and team commitment.  In the commercials we subtly attribute the elephant's traits to New York Life's brand." 

The award will be presented by The New York Chapter of the National Academy of Television Arts and Sciences.
Winners will be announced at the 50th Annual New York Emmy Awards on April 1, 2007 at the Marriott Marquis Hotel in Times Square.

(Above) Ashwin K Verma, corporate vice president and chief marketing officer, New York Life's Cultural Markets and director of the commercial, posing with the children who acted in the TV advertisement along with the elephant, Devnarayan.