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Birla Sun Life TVC marks Yuvraj Singh's comeback

In the TVC conceptualized by JWT, the cricketer shares his determination to live with confidence through the ups and downs of life

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BestMediaInfo Bureau
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Birla Sun Life TVC marks Yuvraj Singh's comeback

Birla Sun Life TVC marks Yuvraj Singh's comeback

In the TVC conceptualized by JWT, the cricketer shares his determination to live with confidence through the ups and downs of life

BestMediaInfo Bureau | Delhi | September 10, 2012

publive-imageIt is human nature to take success and happiness for granted. However, when life hits a rough spot, we tend to question fate and ask, "Why me?” This is the thought that Yuvraj Singh dwells on in his new TV commercial for Birla Sun Life Insurance. Speaking to the world at large for the first time since his recovery, he takes a leaf out of his own life to make the point that it is futile to question fate. Instead he exhorts his audience to be prepared for whatever life may bring.

We are all vulnerable to the highs and lows of life - be it the common man or a star cricketer like Yuvraj Singh.  However the opportunity to prepare oneself to sail through the tough times is open to both. How one prepares or plans to live through tough times is what makes a big difference in life. In the TVC, when Yuvraj Singh says " jab tak balla chal raha hai, thaat hai", he takes a cricket analogy into life, equating balla with financial preparedness.

Says Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group, “In our opinion Yuvraj Singh is a true hero.  Even through this tough interlude of his life, he has not questioned destiny and asked “why me”, but maintained a singular focus on his come-back not just to cricket but to life.”

He adds “Through our new TVC we wanted to take this thought forward to the masses that while you can't anticipate your future, you can at least prepare for it. Taking inspiration from his life story this time the thought moves from the game of cricket to the game of life with -'Kyonki cricket ho ya life, jab tak balla chal raha hai, thaat hai.' “

The TVC opens in a sunny setting with Yuvraj visiting a school where cricket net practice is on. Yuvraj is talking to the kids, telling them about his journey through his illness and the valiant comeback that he has made. He then talks about the unpredictability of the future, and says that we need to plan for it today. The campaign makes a departure from the previous campaign to a more positive approach. It moves from him being alone in a rainy setting to a bright sunny afternoon amidst children. The campaign also moves from cricket to life. Through this TVC, the company aims at urging the viewers to plan their future today in a life full of uncertainties, with Birla Sun Life Wealth with Protection Solutions.

The 45 second television commercial (TVC) broke on September 7. The campaign, that will have an approximate 40 day runtime, will be present across channels like television, print, radio, and digital, along with ample support from below the line activation.

The TVC:

Credits:

Creative Team: Tista Sen, Nandita Chalam, Dipesh Kowarkar, ABFSG Marketing team

Account Management Team: Dipika Narayan, Kaushik Ghosh, Nazneen Dharamsey.

Account Planning Team: Rajesh Mehta, Kavish Sinha.

Films Team: Anupama Ahluwalia, Kaushal Thakkar.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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