MAM
Birla Sun Life Insurance launches TVC with Yuvraj Singh
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.
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.
