Yuvraj Singh is back and how. The cricketer’s life story and fight back to full form after beating cancer lends weight to the brand message of Birla Sun Life Insurance. The communication in the latest Birla Sun Life Insurance ad brings together a plethora of thoughts under one big insight – when the going gets tough, it is human tendency to self-reflect and wonder “Why me”. But what happens here is that the tough gets really going. Yuvi’s performance against New Zealand in the second Twenty20 match has been one of the most exciting comebacks in Indian sporting history.
The Birla Sun Life Insurance ad makes full use of that comeback and lets the ‘balla’ (bat) firmly do the talking. JWT is the creative agency on the account, while Mindshare is the media agency. Reprise is the digital agency.
Taking the highs and lows of life with confidence
Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group, explained that in 2009, they had honed in on the customer insight that while the going is good, one tends to take the good times for granted. “We forget that uncertain times could be just round the corner. This insight took a creative leap with the line now made legendary by Yuvraj, “Jab tak balla chal raha hai, thaat hai. Warna…’,” he added.
The objective is to create self realisation amongst Indians to plan for their future, so that they can take on the highs and lows of life with confidence. “In this journey, we see Yuvraj Singh not as a mere brand ambassador, but as our philosophy ambassador,” said Kakar.
The ad sees Yuvi narrate his life story – that when his health became an issue, he never asked himself the question “Why me?”, just as he did not when he was recognised as Man of the Tournament for the ICC World Cup. The thought that he leaves behind for this phase of the campaign is that “You can’t predict the future. But you can at least plan for it. Kyonki cricket ho ya life, jab tak balla chal raha hai, thaat hai”.
The brief was to provoke consumers into realising the need for insurance without talking upfront about it. This time around, the creative execution is one that reflects a never-say-die attitude in life.
The media mix consists of a mix of television, print, outdoor and the Internet. Social media will be used to popularise the brand philosophy going forward.