MAM
Canara HSBC banks on Jasprit Bumrah and Sanjana Ganesan to bowl over life goals
MUMBAI: In a move that fuses cricket, commitment, and couple goals, Canara HSBC Life Insurance has named India’s ace pacer Jasprit Bumrah and his wife, sports presenter Sanjana Ganesan, as brand ambassadors. The company aims to deepen its emotional pitch with consumers under its promise-driven campaign: ‘Promises Ka Partner’.
The New Delhi-headquartered insurer announced the partnership, tying it to values of trust, consistency, and planning—traits mirrored both in insurance and the couple’s personal journey. Bumrah is exclusively represented by Rise Worldwide.
“Life insurance, at its core, is a promise to stand by someone not just in the good times, but through every life stage”, said Canara HSBC Life Insurance CDO – alternate channels & CMO Rishi Mathur. “Jasprit’s consistency and quiet resilience mirror the trust our customers place in us. Sanjana brings with her a voice of credibility, and connection”.
Bumrah echoed that sentiment, stating, “I believe that every promise you make — whether on the field or in life — comes with responsibility. Sanjana and I have always believed in planning ahead and supporting each other through every phase”.
Ganesan added, “To me, being a partner means being dependable — not just when it’s convenient, but when it truly counts”.
The insurer will soon launch integrated campaigns spotlighting the duo, aimed at engaging millennial audiences, young families, and India’s emerging affluent segment. The storytelling-led initiatives will showcase themes of responsibility, planning, and modern partnership.
Canara HSBC Life Insurance’s messaging syncs neatly with the public personas of Bumrah and Ganesan. He is known for calm under pressure and she for grace and clarity in sports broadcasting. Together, they embody a contemporary couple planning with intent and showing up when it matters—just like the brand claims it does.
Brands
Kia India partners HYBE India for 15-city global girl group auditions
Automaker backs nationwide talent hunt with immersive Syros-led youth engagement
NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.
The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.
As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.
The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.
Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”
HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”
The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.
With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.
