Birla Sun Life Insurance has announced the appointment of cricketers Yuvraj Singh, Virender Sehwag, Suresh Raina and Rohit Sharma as the company's brand ambassadors and will be launching its first campaign with the new brand ambassadors for its ‘Wealth with Protection Solutions’ category from September 1.
The new campaign features a set of three TVCs featuring the cricketers. The central idea of the TVC revolves around the theme ‘Jab Tak Balla Chalta Hain, Thaat Chalte Hai Warna..’ (‘You rule till your bat rules’). The theme aims to create a common thread between cricketers and the common man, the idea being that both need a systematic and disciplined approach to meet their wealth creation goals over the long-term, to accurately face life's uncertainties.
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 realized the need for working towards continued successes since its only hard work that brings in true recognition."
(pictured left to right: Suresh Raina, Rohit Sharma, Ajay Kakar, Yuvraj Singh and Virendra Sehwag)