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Birla Sun Life Insurance launches TVC with Yuvraj Singh

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MUMBAI: Birla Sun Life Insurance has launched a new TVC with brand ambassador Yuvraj Singh who has just recovered from cancer.

The television commercial is the second leg of the earlier ad that saw Singh saying "jab tak balla chal raha hai, thaat hai". Through the new ad the cricketer makes a comeback and shares his determination to live with confidence through the ups and downs of life. 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, the company said.

With the sentence "jab tak balla chal raha hai, thaat hai", he takes a cricket analogy into life, equating "balla" with financial preparedness.

Aditya Birla Group chief marketing officer - financial services Ajay Kakar said, "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."

"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‘," he added.

The company has launched a 45-secondar television commercial that will have an approximate 40 day runtime. It will be present across channels like television, print, radio, and digital along with BTL activities.

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 one with its 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.

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