MUMBAI: Birla Sun Life Insurance (BSLI) has launched a new 360 degree campaign continuing with its strategy to provoke mass India into realising and appreciating the many critical and relevant roles that insurance can play in their lives. Brand ambassador Yuvraj Singh will feature in the ads.

The creatives of the campaign are credited to JWT (Mumbai).

Aditya Birla Group chief marketing officer – financial services Ajay Kakar said, “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.”

With a new campaign for their Wealth with Protection Solutions, BSLI and Singh have come together to provoke them to insure their lives through the highs and lows that life can have in store for them.

Kakar added, “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."

Speaking on the new communication campaign JWT VP and ECD Nandita Chalam said, “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.”