Cricket no doubt has really moved beyond the realm of sports and reached a cult status in the country. It has managed to touch every corner of advertising as well.So that insurance is also not untouched by its influence either.
Birla Sun Life Insurance (BSLI),which is a part of the Aditya Birla Financial Services Group, has roped in Indian cricketing faces like Yuvraj Singh, Virender Sehwag, Suresh Raina and Rohit Sharma as brand ambassadors for its products. These cricketers will be endorsing the Wealth with Protection solutions under the banner of Birla Sun Life Insurance.
Ajay Kakar, chief marketing officer, Birla Sun Life Insurance brings out that as low as 15 per cent of the household savings are directed to life insurance. He said, “The objective is to connect with mass India, which is an aspiring bunch of Indians – people who earn their success.”
Kakar however added that these people are also in two minds about whether their success will last. He said, “It’s also about the ‘what if’s.”
Kakar furhter explained that the idea stemmed from the realisation that cricket is a great example of the fact that today’s success could be tomorrow’s failure. The creative agency, JWT Mumbai, came up with the insight ‘Jab tak balla chalta hai, Thaat chalte hai. Warna…’ (Till the bat rules, you rule. Or else…).
A set of commercials is being woven out which is based on the thoughts. The campaign 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.
Kakar said that the brand ambassadors represent the entire spectrum of the Indian consumer. He added, “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”.
Pradyumna Chauhan, senior creative director, JWT Mumbai talking about the creative explained 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.1,100 crore on advertising last year.
Birla Sun Life Insurance stands fifth in terms of market share in the life insurance category, commanding 8.9 per cent of the market. Life Insurance Corporation (LIC) has the maximum market share, followed by ICICI Prudential and SBI Life Insurance on the second slot. HDFC Standard Life Insurance is at No. 3, and Bajaj Allianz stands at No. 4.