MUMBAI: Birla Sun Life Insurance‘s (BSLI) has launched a new TV commercial urging viewers to not leave their dreams to chance but to protect them.

Created by JWT India, the TVC is produced by Chrome Pictures and directed by Amit Sharma.

The TVC is scheduled to go live today and will be seen across all leading television channels. In the time to come the company will also invest in promotions to reach out to audiences across the country with the theme of ‘safety, security and protection‘. These will span television, radio, outdoor, below the line and digital media.

Aditya Birla Group CMO - financial services Ajay Kakar said, "As a brand, we consider it our mission to provoke mass India into realising the many roles which insurance can play in their lives. We have been successful in doing so, with our wealth with protection solutions campaign with Yuvraj and Sehwag, followed by our children‘s future solutions campaign. We now want to do the same with our protections solutions campaign."

JWT VP and ECD Nandita Chalam added, "India is a young and optimistic nation where most people believe that they can create their own destiny. Therefore to sell protection solutions from Birla Sun Life Insurance, we at JWT had to find a way of making people aware of the fragility of life without frightening them. We managed to do this by adopting a tone that is provocative yet empathetic."

The TVC portrays a young working couple who is on their way home from work, on a normal working day. Suddenly they have a lucky escape from what could have been a fatal accident. This completely shakes them up. It is at this crucial point that BSLI forth a thought-provoking question to the viewer "Can you afford to leave your dreams to chance?" The film ends on a note with the couple realising that there is a lot that need to do, to live their dreams.

Mindshare is the media planning agency of BSLI.