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Birla Sun Life ropes in four cricket brand ambassadors
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Birla Sun Life Insurance (BSLI), a part of the Aditya Birla group, has announced four leading Indian cricketers as its brand ambassadors. The players include Yuvraj Singh, Virender Sehwag, Suresh Raina and Rohit Sharma.

The life insurer which ranks among the top five private insurers in the country is the latest in the list of insurers using cricketers/sportsmen as brand ambassadors. Others who have roped such sricketers include Aviva Life Insurance (Sachin Tendulkar), Max New York Life (Rahul Dravid), while Bajaj Allianz brought on board Olympic bronze medallist boxer Vijender Singh.

Ajay Kakar, chief marketing officer, Birla Sun Life Insurance, says, "Cricket 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."

JWT Mumbai, the creative agency of BSLI, came up with the insight 'Jab tak balla chalta hai, Thaat chalte hai. Warna...' (Till the bat rules, you rule. Or else...). The communication will comprise of three commercials, with four leading cricketers as the protagonists. The fourth TV commercial will feature the four together.

The communication aims to build awareness amongst the consumers for a systematic plan to build wealth, which can be met through the Wealth & Protection Solutions offered by BSLI. The TVC has been created around the insight that most individuals, 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.

Talking about the creative, Pradyumna Chauhan, senior creative director, JWT Mumbai explains that the metaphorical representation in the insight is more like a gentle reminder a provocative message for the brand.

With about Rs 100 crore slotted as its marketing budget, BSLI is looking at substantial advertising for its wealth protection solutions. All insurance players combined spent about Rs 1000 crore on advertising in 2008.

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