Birla Sun Life Insurance has released its latest TVC to celebrate the return of its brand ambassador, Yuvraj Singh, to the Indian cricket team after a lengthy spell on the sidelines due to cancer.
This follows the TVC released in January when Singh was diagnosed with cancer.
The film begins with Singh shown visiting a school to speak to some children about his journey over the past few months. He explains to them why he never thought to himself about why he was singled out for this disease. He further mentions that he never thought of 'Why me?', when he won the Man of the Series accolade at the World Cup in 2011 and hence thought it would be unfair to ask the same question during this rough spot. The film ends with Singh speaking about the importance of planning for the future and the voice over introduces Birla Sun Life Insurance.
Commenting on the campaign, Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group, said, “In our opinion Yuvraj Singh is a true hero. Even through this tough interlude of his life, he has not questioned destiny and asked “Why me?”, but maintained a singular focus on his come back not just to cricket but to life. Through our new TVC we wanted to take this thought forward to the masses that while you can't anticipate your future, you can at least prepare for it. Taking inspiration from his life story this time the thought moves from the game of cricket to the game of life with -‘Kyonki cricket ho ya life, jab tak balla chal raha hai, thaat hai'."
The TVC will be supported by ads across print, radio, digital and BTL activations.
The TVC broke on 7 September, a day before Singh's scheduled return to the Indian cricket team. Following the washout of the first T20, Singh will be seen on field as part of the Indian squad that takes on New Zealand on 11 September.
Client: Birla Sun Life Insurance
Agency: JWT India
Creative team: Tista Sen, Nandita Chalam, Dipesh Kowarkar, ABFSG Marketing team
Account management team: Dipika Narayan, Kaushik Ghosh, Nazneen Dharamsey.
Account planning team: Rajesh Mehta, Kavish Sinha.
Films team: Anupama Ahluwalia, Kaushal Thakkar.