Birla Sun Life Insurance (BSLI), a part of the Aditya Birla Financial Services Group, has announced its association with ace cricketers Yuvraj Singh, Virender Sehwag, Suresh Raina and Rohit Sharma as brand ambassadors.. The partnership begins with the launch of BSLI’s first campaign for its ‘Wealth with Protection Solutions’ category.
Commenting on the development, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “Cricket today reflects the attitude of today’s Indian, who is confident, driven and committed to earning his space, one who believes in the fact that ‘Nothing is impossible’. Our brand ambassadors, too, represent the entire spectrum of the Indian consumer. While Suresh Raina and Rohit Sharma represent the young and aspiring icons who have found their space, Sehwag and Yuvraj are the seasoned players who have witnessed success and have realised the need for working towards continued successes since its only hard work that brings in true recognition.”
He further said, “Keeping this in mind, Birla Sun Life Insurance provides ‘Wealth with Protection Solutions’ for its consumers to help them navigate through the ups and downs in life with confidence.”
The campaign is a series of three TVCs featuring the cricketers striking a direct connect with the consumers. The central idea of the TVC is the theme ‘Jab Tak Balla Chalta Hain, Thaat Chalte Hai Warna…’ (‘You rule till your bat rules’). The theme creates a common thread between cricketers and the common man, both of which need a systematic and disciplined approach to meet their wealth creation goals over a long-term in order to confidently face uncertainties of life.
The TVC captures the real individuals behind the cricketers, as they talk about their insecurities through the high and low points in their cricketing career. Through this TVC, BSLI intends to provoke consumers to realise that even successful individuals have their ups, downs and insecurities, but are able to confidently overcome these fears by planning for their future in advance. The TVC has been conceptualised by JWT Mumbai and produced by Chrome Productions, and has been created around the insight that most individuals while in their peak earning years tend to forget the need to actively save and build wealth to tide over the ups and downs in life.