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
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
