|
A
true sporting legend, Kapil Dev's persona, commitment
and dare-to-dream attitude saw India win many
a battle on the cricket field. Regarded as one
the greatest all-rounders of the game, Kapil Dev's
ability to turn the tide almost single-handedly
brought him a fan following that could best be
described as fanatic. In a cricketing career spanning
16 years, Kapil Dev led India to its first ever
World Cup win in 1983. He didn't rest there. By
the time he hung his boots, Kapil had already
amassed 434 wickets and over 5000 runs.
When
Birla Sun Life Insurance (BSLI) roped in India's
former captain, Kapil Dev, as its brand ambassador,
the association came as no surprise. A role model
for many, Kapil Dev, over the years, has become
synonymous for commitment, the very same value
that drives BSLI.
Birla
Sun Life Insurance Company Limited is a joint
venture between the Aditya Birla Group, one of
the largest business houses in India and Sun Life
Financial Inc., a leading international financial
services organisation.
With
an insurance network that's aggressively national
and covering more than 1000 points across the
country, BSLI's association with Kapil Dev will
increase the company's brand recall and acceptance.
As a brand ambassador, the former cricketer will
play a key role in the product and promotional
initiatives of BSLI.
Kapil
Dev's ambassadorship comes after a detailed study
conducted by BSLI. The study revealed that he
was seen as a very good fit for the BSLI brand
and was very much loved and respected by a vast
majority of the population. In the life cycle
of the brand, what matters is the promise that
a brand lives for and since brand experience starts
and ends with people, Kapil Dev's universal appeal
and affability will augur well with BSLI's marketing
mix.
Says
Mr. S. K. Mitra, Director, Financial Services,
Aditya Birla Group and currently in-charge at
BSLI, "We have made our entry in several
tier I and tier II towns. It is therefore very
important for the brand to connect at the grass
root level and create trust. We believe that our
association with Kapil Dev as our brand ambassador
will help us create this connect in a shorter
period of time."
As
they say, history chooses the best time to repeat
itself.
|
