'Positioning of 'Karo zyada ka irada' was my smartest idea'

DNA talks to Anisha Motwani, director and CMO, Max New York Life.

1. What is your job like?
My job is exciting. However, being a marketeer handling life insurance, the job is reasonably challenging because insurance remains a push product.

2. What does your secretary think about you?
She thinks I am tough, task-oriented and constantly pushing her to do more things.

3. What’s the smartest business idea you ever had?
The positioning of Karo zyada ka
irada. It was interesting because insurance comes with a lot of pessimism and since we looked at it with new lens, we freed it by making it more optimistic.

4. And the most embarrassing?
It was at a client’s launch party. Since I came from an ad agency, I was informally dressed and we went dancing with all the dealers. The client got to see the wild side of a typical advertising professional. But now that I am in the corporate, I understand how embarrassing it must have been.

5. Who has been your biggest influence?
My dad, though he is no more. I have a sister and two brothers. In spite of coming from a small town (Ajmer), he gave us the space we needed and never discriminated between us. In fact, if mother asked us to do some household chores, he insisted that we invested that time in reading newspapers as that would come handy in future.

6. How important is money to you?
Money is reasonably important to me but not to an extent that I let it dictate my life.

7. What is your most important work ethic or maxim that you practice every day?
I respect my superiors a lot. I have practiced this throughout my career. And with today’s work culture, it is difficult to maintain this discipline.

8. Has your personal life suffered due to work?
No. I spend time with my children on weekends, but it definitely doesn’t make up for the fact that I am not there during weekdays.

9. How do you want to be remembered by your colleagues?
Driven, passionate and fair.

10. What are your working hours?
I have a long drive to office, so I leave at 8 am and on an average I return home around 8.30 pm.

11. What is the most valuable memento in your office?
On my every birthday, kids gift me a personalised handmade calendar, with family photos and their growing up years. It is my favourite possession.

12. Does retirement scare you?
No. In fact, I am looking forward to it. But I still need to get a fix on what my life after retirement is going to be like. I have 12-15 years to retire and I will figure out soon what I want to do post retirement.

13. Have you ever been tempted to start out on your own?
Yes. This has been on my mind for three to four years now. If I start out on my own, it definitely will be in the area of education.

14. What do you hate the most at work?
I hate attending too many meetings.

15. How do you unwind?
I love writing, reading fiction, practicing yoga, watching movies and spending time with my family.