Max New York Life Insurance takes an innovative twist with an online game ZyadaKaIraada.com to advertise their product offering. The online game designed by Media2Win (M2W) has a gameplay that is loosely based on the game show 10 Ka Dum hosted by Salman Khan.

The game has a quizmaster who leads you through varied questions. At a time you are faced with two options (which are self-explanatory) and you got to ‘vote’ for the right answer. Some of the questions are:

- Aamirs hair cut in Gajhini OR John Abrahams physique in Dostana
- Retire like Saurav Ganguly OR Retire like Kumble
- Conquer K2 OR Conquer Mount Everest

You must ‘vote’ for the most popular option and keep advancing. Your game ends if you get three strikes (or wrong answers). In case you are in a dilemma and want to play the escapists you could opt from any three options: Re-Deal, Skip and Xtra Chance.

The contest will run for three months and contestants can win 70 MP3 players, 12 Sony Ericsson W200i phones and 3 iPhones over the period. Top scorers are ranked on a daily and weekly basis.

Overall ZyadaKaIraada.com is surely a shift from regular Indian game sites. The interactive agency M2W does a good job in terms of the execution of ZyadaKaIraada.com. It looks like M2W has found the right mantra for their financial clients as they had recently released a viral called Boss ka Boss for IDBI Wealth Insurance starring South Indian mega star Rajnikant. Have a dekko of Boss Ka Boss in our Ad Showcase.

Max New York Life Insurance experiments with the medium to send its message across. We really need more clients who are open to creating wondrous interactive platforms that initiate an online ecosystem.