Indiantelevision.com Team

(31 August 2009 8:05 pm)

MUMBAI: What's in a name? Everything, if it is Amitabh Bachchan - even if it is used in his popular movies!

Life insurance company Max New York Life has appointed Amitabh Bachchan as brand ambassador for Max Vijay, a brand targeted at providing financial inclusion to the underprivileged masses.

Reason? Bachchan has played several roles under the name 'Vijay.'

Says Max New York Life Insurance CEO & MD Rajesh Sud, "In a number of his earlier movies, Bachchan became synonymous with the name Vijay, a people's hero who fought for the cause of the common man by standing up for their rights. His appointment as the brand ambassador for Max Vijay is a rebirth of the old Vijay, who is today propagating the cause of small savings and financial inclusion for the underserved masses of the country."

Max Vijay was launched in 2008 and has already provided financial inclusion to over 65,000 households.

"The appointment of Bachchan marks our next phase of expansion and we aim to touch over 10 million households in the next two years," adds Sud.