Yuvraj continues to tell Birla Sun Life story – with added confidence

02 Feb,2012

Birla Sun Life Insurance (BSLI) continues on its committed strategy to provoke massIndiainto realizing and appreciating the many critical and relevant roles that insurance can play in their life.


With a new campaign for their Wealth with Protection Solutions, BSLI and Yuvraj have come together, once again, to play the role of agent provocateur for massIndia, by provoking them to insure their lives through the highs and lows that life can have in store for them.


The TV commercial has the ace cricketer not only discuss his personal triumphs, but also his trials and tribulations, candidly, by taking a recent leaf from his own life.


Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said: “Today’s Indians have tasted never-before success in the early years of their working life. This unprecedented material success gives them the confidence and belief that the good times will continue, uninterrupted, and they will live and enjoy all their ambitious dreams, one by one.”


He adds: “We have used Yuvraj Singh as our Philosophy Ambassador to share his personal belief and experience – also a reality of life – that ‘Jab tak balla chaltha hai, thaat hain. Jab balla nahin chalega to…’  (‘You rule, only till your bat rules’). We aim to provoke and inspire massIndia with the personal triumphs, trials and tribulations of Yuvraj, who just keeps working to combat the challenges that life and cricket have thrown his way, to bounce back.”


The campaign is inspired by an actual conversation that Yuvraj had with the senior team of BSLI, soon after India’s momentous win at the World Cup. Yuvraj had shared his regret that despiteIndiawinning the World Cup, the nation’s dream for 28 years, and him being declared the man of the series, he didn’t even have the time to sit back and enjoy this enviable success. He was back on the training grounds, with the IPL round the corner. And then, due to unforeseen and totally unexpected health reasons, he had to sit outside the team. All of this within a span of few months – but rather than sitting back and becoming prisoner of an ailment, he is prepared to once again fight against all odds.


There is a lesson in Yuvraj’s story for all of us. Even the “Gods” have reason to feel insecure. The message provokes us to take action against our fears and ensure our dreams. It reminds us that life is uncertain and we should be financially prepared at all times for any eventuality.


Speaking on the new communication campaign, Nandita Chalam, Vice President & Executive Creative Director, JWT said: “Over the years people have started associating the BSLI brand strongly with the concept of “Balla”.  The ad is set within a stadium, with Yuvraj sharing his story, talking to massIndiathrough the camera, conversing in a real, true, down-to-earth manner. The tonality of the ad is candid, honest and more importantly, it connects.”


The campaign’s TVC features Yuvraj in a fresh avatar while he shares his story which will instantly strike a chord with audience reminding them that even the stars are vulnerable to the vagaries of life and environment.


The TVC will go on air by January, 30th and will be seen across all leading television channels. One will witness a surround effect that will reflect a collective effort of integration and innovation leveraged through communication platforms. BSLI aims to provoke, surprise and delight the customer and eventually persuade them to take action with the power of sheer creative chemistry.


Creative Agency: JWT (Mumbai)


Production House: Chrome Productions


Birla Sun Life Insurance Company Limited (BSLI) is a joint venture between the Aditya Birla Group, a well known Indian conglomerate and Sun Life Financial Inc, one of the leading international financial services organizations fromCanada. With an experience of over a decade, BSLI has an extensive distribution reach over 500 cities through its network of around 600 branches, over 139,057 empanelled advisors and over 200 partnerships with Corporate Agents, Brokers and Banks.


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