MxMIndia

Tag: Birla Sun Life Insurance

  • … and get us humming that famous Aamir Khan song from his film Qayamat Se Qayamat Tak – Papa Kehte Hain Bada Naam Karega, Beta Humaara Aisa Kaam karega. Magar yeh toh koi na jaane, kee meri manzil hai kahaan.

    Birla Sun Life-Big FM get together to help kids live their real passion in radio

    By A Correspondent

     

    As Children’s Day draws closer, almost every media brand manager (and his uncle and aunt) dreams up something to target kids. Tokenism of this nature is commonplace. Even MxMIndia does it 🙂

     

    But sometimes brands  come up with winner ideas. Like this one from the Aditya Birla group’s Birla Sun Life Insurance which has got us humming that famous Aamir Khan song from his 1988 film Qayamat Se Qayamat Tak – Papa Kehte Hain Bada Naam Karega, Beta Humaara Aisa Kaam karega. And as it continues: Magar yeh toh koi na jaane, kee meri manzil hai kahaan.

     

    Birla Sun Life Insurance (BSLI) has established a ‘Not Just Jobs But Passion’ initiative and as part of this, Children’s Day 2013 will see Reliance Broadcast’s part-retro radio network 92.7 Big FM being run by children.

     

    The initiative aims to  generate conversations between parents and kids to identify the child’s real passion and helps support the child financially and emotionally in this endeavour. Talented kids with real passion in various aspects of radio programming will be given holistic hands-on training on the running of a radio station. Children will take charge of operating all aspects of Big FM’s radio station in Mumbai, Delhi, Kolkata and Chennai

     

    Ajay Kakar

    Commenting on this initiative Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group said, “Today, children are exposed to a variety of options that tempt them to independently explore their interests. Not every child finds their real passion right away. Identifying and cultivating real passion needs parental support and encouragement. Parents are undoubtedly a child’s biggest cheerleader and passion partner. To further this quest in search of real passion, on the occasion of Children’s Day, in partnership with Big FM we offer a unique opportunity to interact, train and learn from experts who run the radio station.”

     

     

    Ashwin Padmanabhan

    Said Ashwin Padmanabhan, Business Head, 92.7 Big FM, “As an initiative that’s fresh and exciting, ‘Birla Sun Life Insurance Not Jobs But Passion’ endeavours to encourage parents to introduce little ones to an art that might one day become their strength and vocation. This is another initiative that lives on our tagline Suno Sunao, Life Banao. We thank Birla Sun Life Insurance for coming on board as our partners.”

     

  • Edutainment brand KidZania is widening its umbrella in a significant partnership with Birla Sun Life Insurance for its Employment Centre to be set up in Mumbai

    Kidzania associates with Birla Sun Life Insurance

    By A Correspondent

     

    Edutainment brand KidZania is widening its umbrella in a significant partnership with Birla Sun Life Insurance (BSLI) for the Employment Centre establishment in the soon-to-open KidZania facility at R City Mall, Mumbai.

     

    The facility at Kidzania has various establishments with specific role-playing activities which kids can take up in the form of jobs. The Birla Sun Life Insurance Employment Centre establishment provides career development guidance and assistance to children looking for role-playing opportunities at KidZania. Supervisors will help the children identify their aptitude and also help make their first resume based on their passion and interests to identify activities for them. The centre will also encourage curiosity as it allows kids to understand better the 60+ activities available for them to experience. This exercise helps kids in their cognitive development by focusing their attention and thinking in their activity.

     

    Every child who fills out a profile and creates a resume will be provided with a printed copy of their resume to take home with them. At the end of an entire experience at KidZania, kids also get handed a Report Card that showcases all the activities that they have partaken at KidZania. Through the exercise of the resume and the report card the Birla Sun Life Insurance Employment Centre also acts as a facilitator for parents to discover, understand and eventually support their child’s true passion.

     

    Sanjeev Kumar, Director and CEO, KidZania India, said, “The association with Birla Sun Life Insurance is instrumental as it is in tandem with our philosophy of empowering kids to discover and fulfill their true potential. We at KidZania facilitate that belief and provide the platform for kids through interesting activities to identify their passions and interests just like adults identify their career options. KidZania gives them access to a powerful yet inspiring experience, to identify their tomorrow.”

     

    Ajay Kakar

    Ajay Kakar, Chief Marketing Officer, Financial Services Aditya Birla Group, said, “At Birla Sun Life Insurance we recognize that the children, today, have many career options to choose from and so it becomes difficult for them to recognize their real passion. KidZania gives the children an opportunity to explore and experience many a career options, in a fun way. We support this platform because it helps the children and parents recognize their real passion and talent.”

     

  • Brand Ambassador Yuvraj Singh's real-life story to inspire India on the need for Wealth with Protection Solutions.

    Yuvraj continues to tell Birla Sun Life story – with added confidence

    Birla Sun Life Insurance (BSLI) continues on its committed strategy to provoke massIndiainto realizing and appreciating the many critical and relevant roles that insurance can play in their life.

     

    With a new campaign for their Wealth with Protection Solutions, BSLI and Yuvraj have come together, once again, to play the role of agent provocateur for massIndia, by provoking them to insure their lives through the highs and lows that life can have in store for them.

     

    The TV commercial has the ace cricketer not only discuss his personal triumphs, but also his trials and tribulations, candidly, by taking a recent leaf from his own life.

     

    Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group 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.”

     

    He adds: “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 to…’  (‘You rule, only till your bat rules’). We aim to provoke and inspire massIndia with the personal triumphs, trials and tribulations of Yuvraj, who just keeps working to combat the challenges that life and cricket have thrown his way, to bounce back.”

     

    The campaign is inspired by an actual conversation that Yuvraj had with the senior team of BSLI, soon after India’s momentous win at the World Cup. Yuvraj had shared his regret that despiteIndiawinning the World Cup, the nation’s dream for 28 years, and him being declared the man of the series, he didn’t even have the time to sit back and enjoy this enviable success. He was back on the training grounds, with the IPL round the corner. And then, due to unforeseen and totally unexpected health reasons, he had to sit outside the team. All of this within a span of few months – but rather than sitting back and becoming prisoner of an ailment, he is prepared to once again fight against all odds.

     

    There is a lesson in Yuvraj’s story for all of us. Even the “Gods” have reason to feel insecure. The message provokes us to take action against our fears and ensure our dreams. It reminds us that life is uncertain and we should be financially prepared at all times for any eventuality.

     

    Speaking on the new communication campaign, Nandita Chalam, Vice President & Executive Creative Director, JWT 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 massIndiathrough the camera, conversing in a real, true, down-to-earth manner. The tonality of the ad is candid, honest and more importantly, it connects.”

     

    The campaign’s TVC features Yuvraj in a fresh avatar while he shares his story which will instantly strike a chord with audience reminding them that even the stars are vulnerable to the vagaries of life and environment.

     

    The TVC will go on air by January, 30th and will be seen across all leading television channels. One will witness a surround effect that will reflect a collective effort of integration and innovation leveraged through communication platforms. BSLI aims to provoke, surprise and delight the customer and eventually persuade them to take action with the power of sheer creative chemistry.

     

    Creative Agency: JWT (Mumbai)

     

    Production House: Chrome Productions

     

    Birla Sun Life Insurance Company Limited (BSLI) is a joint venture between the Aditya Birla Group, a well known Indian conglomerate and Sun Life Financial Inc, one of the leading international financial services organizations fromCanada. With an experience of over a decade, BSLI has an extensive distribution reach over 500 cities through its network of around 600 branches, over 139,057 empanelled advisors and over 200 partnerships with Corporate Agents, Brokers and Banks.

     

  • The idea behind the campaign is to make the masses aware that their life, dreams and future are not necessarily in their control.

    Radio Mirchi and Birla Sun Life’s campaign to protect families

    By a Correspondent

     

    After a TVC and launch of an independent microsite, Birla Sun Life Insurance roped in Mindshare and Radio Mirchi to spread the message of their campaign, Protection Solutions. The idea behind the campaign is to make the masses aware that their life, dreams and future are not necessarily in their control. There is always an element of the unexpected – fate – and it is best that they don’t leave dreams to fate. The objective of the campaign is to inspire people to secure their families, and not to leave their dreams to fate.

     

    Mr. Ajay Kakar, Chief Marketing Officer, Financial Services, Aditya Birla Group, said: “As a brand, we believe in identifying unarticulated needs of our customers and contextualizing the role that we can play to meet these needs. It is important to play a role of a facilitator to sensitize the customer to the uncertainties of life and empower him with solutions that protect his priceless dreams. In order to communicate and effectively engage the customers, it was important for us to select an appropriate activation and media planning partner and our association with Mirchi and Mindshare best helped us to reach out to the masses.”

     

    The campaign is spread over three weeks, across eight markets and encompasses the theme of ‘safety, security and protection. Mindshare and Radio Mirchi urged people to come forward and share their stories of luck and survival.

     

    Abhishek Ray, of ‘Sahib Biwi Aur Gangster’ and ‘I am Kalam’ fame and Kavita Krishnamoorthi, the versatile singer and former actress, are said to have come together to create a song that will inspire the listeners to take the necessary steps and protect their families.

     

    Radio Mirchi also organized a massive on-ground activity in 64 housing societies across 8 metros. The activity, ‘Birla Sun Life Insurance presents My Family Day’, mixed a lot of fun activities while giving an opportunity for families to bond together. This gave most family members to display various strengths to protect their families.

     

    Birla Sun Life Insurance also gave away a maroon coloured band to individuals who pledged to protect their families. The idea behind the activities was to get the audiences to take a pledge to protect their families.