Birla Sun Life pushes ‘Prepare for the uncertainties of life’ message with ‘Bhaag Milkha Bhaag’ tie-up

15 Jul,2013

By A Correspondent


In keeping with the success deployment of its ‘Prepare for the uncertainties of life’ message, Birla Sun Life Insurance announced and association with the film Bhaag Milkha Bhaag.


The attempt is to inspire people through a real life story of a true hero, who despite various life challenges, chose to stand up against them and prepared to fight back. Milkha Singh’s story is a perfect example of the Brand’s Philosophy of the importance of planning to fight against the uncertainties in our daily lives, says a communique.


Speaking on the occasion, Jayant Dua, MD & CEO, Birla Sun Life Insurance said “Like Milkha Singh, we all have challenges in our lives and we face various uncertainties at every step in life. With this movie brand integration and other such associations, we would like to take the “life ka balla” forward and move it from only ‘cricket’ to ‘life’ context. Taking inspiration from Milkha Singh’s life story, we wanted to take this thought forward to the masses that while you can’t anticipate uncertainties, you can at least plan for them. We at Birla Sun Life Insurance salute Milkha Singh for his spirit to fight back and believe that there’s a Milkha in each one of us.”


“Bhaag Milkha Bhaag depicts the story of a common man who fights against the odds and uncertainties of life and emerges as a winner. The core values of Birla Sun Life Insurance are engrained in this movie which makes this association a good fit. The target audience can easily recognize with the character of Milkha and know the importance of being prepared for future! I am sure this marriage will yield great results for both – the movie and Birla Sun Life Insurance” said Darshana Bhalla, CEO, MATES, the Madison World group company specializing in move promotions and hook-ups.


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