Birla Sun Life Insurance (BSLI), one of India's leading life insurance player, a part of the Aditya Birla Financial Services Group, announced its association with ace cricketers Yuvraj Singh, Virender Sehwag, Suresh Raina and Rohit Sharma as brand ambassadors of the company in Bangalore, today. The partnership kicks of with the launch of BSLI's first campaign for its 'Wealth with Protection Solutions' category.
The campaign is a series of 3 TVCs featuring the cricketers in a very fresh format, striking a direct connect with the consumers. 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 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 realize 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.
Commenting on the occasion, Mr. 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. He further added "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".
Details on the Campaign:
Category: Birla Sun Life Insurance 'Wealth with Protection Solutions'
Concept: The TVC aims at building awareness amongst consumer for a systematic plan to build wealth which can be met through, 'Wealth & Protection Solutions' offered by BSLI. These solutions are aimed at providing customers financial security and help build wealth for purposes like an emergency fund or specific goals like the down payment to buy a house. The TVC 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.
This insight is captured in the phrase - 'Jab Tak Balla Chalta Hai....Thaat Chalte Hai, Warna...’ The campaign will be series of three TV commercials with four leading cricketers as the protagonists. The commercials will show the cricketers in a totally different light than has ever been seen on television. It will bring to front the real individuals behind these cricketers who have some of the same fears and insecurities as all of us have.
Creative Execution:
The essence of the brief was captured in the line 'Jab Tak Balla Chalta Hain, Thaat Chalte Hain Warna....’. The cricketers are portrayed as common individuals by bringing out their insecurities associated with the highs and lows of the game and therefore need for them too, to train and practice regularly.
Creative Agency: JWT (Mumbai)
Production House: Chrome Productions
About Birla Sun Life Insurance
Birla Sun Life Insurance Company Limited (BSLI) is a joint venture between the Aditya Birla Group, a well known Indian conglomerates and Sun Life Financial Inc, leading international financial services organization from Canada. With an experience of over 9 years, BSLI has contributed significantly to the growth and development of the Indian Life Insurance industry and currently is on of the leading life insurance companies in the country. Enjoying trust of its over 2 Million customers, BSLI is known for innovation. It was the first Indian Insurance Company to introduce "Free Look Period" and Benefit illustrations, which were subsequently made mandatory by IRDA for the industry. BSLI offers a complete range of pension, health and life insurance products and has an extensive reach in over 1500 markets through its network of 651 branches and 1,58,429 empanelled advisors. This is well supported by the sound financial that the Company has. The AUM of Birla Sun Life Insurance surpassed Rs. 11,670 crs and it has a robust capital base of over Rs. 2000 crs as on June 30, 2009.
For more information, please visit http://www.birlasunlife.com/
About Aditya Birla Group
A US $28 billion corporation, the Aditya Birla Group is in the league of Fortune 500 worldwide. It is anchored by an extraordinary force of 100,000 employees, belonging to 25 different nationalities. The group operates in 25 countries across six continents - truly India's first multinational corporation. Aditya Birla Group through Aditya Birla Financial Services Group (ABFSG), has a strong presence across various financial services verticals that include life insurance, fund management, distribution & wealth management, security based lending, insurance broking, private equity and retail broking. In FY 2008-09, the consolidated revenues of ABFSG from these businesses crossed Rs. 4763 crs, registering a growth rate of 36%.
For more information please visit http://www.adityabirla.com/
About Sun Life Financial Inc.
Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers .Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of March 31, 2009, the Sun Life Financial group of companies had total assets under management of $375 billion.
For more information please visit www.sunlife.com
