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