Yuvi urges to live through the ups and downs of life with confidence in Birla Sun Life Insurance's new campaign

Birla Sun Life Insurance continues on its committed strategy to provoke mass India into 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 mass India, 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 says, "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 further 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 tho...' ("You rule, only till your bat rules'). We aim to provoke and inspire mass India with the personal triumphs, trials and tribulations of Yuvraj, who like a Phoenix, never accepts defeat. He 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 despite India winning the World Cup, the nation's dream for 28 years, and his 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 learning 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 says, "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 mass India through 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 is frank and outspoken as never before. His story will instantly strike a chord with audience reminding them that even the stars are vulnerable to the vagaries of life and environment. The communication uses the powerful insight: Jab tak balla chaltha hai, thaat hain. Jab balla nahi chalega tho... (Till the bat rules, you rule. And when that stops...). When everything goes your way and you are riding the wave of success, you don't see the lows, coming ahead. While we have no control over destiny, one needs to be prepared financially at all times to lead a life with confidence.

The TV commercial is set within the realistic framework of a candid interview where the cricketer Yuvraj Singh is seen in an introspective mood,where he reflects on the recent high and low points in his career and personal life. The communication uses the insight:Jab tak balla chaltha hai, thaat chalte hai, Jab balla nahi chalega toh... (Till the bat rules, you rule). And when that stops¦ For the first time Yuvraj is conversing in a real, true down-to-earth form, clearly underscores the fact that though you could meet with success today, you could meet with an eventuality tomorrow, there is no guarantee that you will win or fail tomorrow. And the campaign drives home the need to take cover against failure or lack of form or career or personal growth.

The TVC is scheduled to go live by January, 30th 2012 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)

CLICK HERE to watch Birla Sun Life Insurance - Wealth with Protection Solutions - TVC


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