MAM
Law & Kenneth creates its first TVC for Tata AIG General Insurance
MUMBAI: Law & Kenneth has conceptualised its first television commercial (TVC) for Tata AIG General Insurance.
Law & Kenneth CEO and managing partner Anil Nair said that they have chosen this concept as their first project because it coincides with the travel season.
The spot has been created by Rishi Upadhyay and Pradeep Yeragi, creative directors, Law & Kenneth Mumbai. It has been directed by Ashwin Naidu and produced by content company No If, No But Films.
Nair also added that they are targeting two different constituencies through this advertising – the first set of consumers who don‘t realise the importance of travel insurance and the other who are aware of it but don‘t take action thinking it‘ll be a difficult process.
Added Tata AIG General Insurance managing director and CEO Gaurav D Garg, “While one may have meticulously planned every aspect of a trip abroad, there are still chances of things going awry due to events beyond our control. We or a family member could fall ill, lose our baggage or passport, have a flight delay and so on. For a complete bailout from such unnerving experiences in a foreign location, a travel insurance policy comes handy. And it is relatively inexpensive when compares with the cost of the holiday.”
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
