MAM
Birla Sun Life launches new TVC
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.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
