MAM
Birla Sun Life Insurance launches new campaign with Yuvraj Singh
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.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
