15 lucky parent-kid duos bat with Sachin, his son

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Mumbai, Sep 6 (UNI) Aviva Life Insurance today announced the finale of its marketing initiative 'Tension chodo cricket khelo' (TCCK) with a fun-filled cricket match between 15 lucky parent-kid teams and ace batsman Sachin Tendulkar and his son here today.

TCCK, a unique mass activation campaign was conceptualised by Aviva based on the insight that parents are so busy securing their children's future that they miss out on enjoying their childhood. The campaign, which commenced in July, received more than 1,00,000 responses from over 40 cities across India.

Aviva India Managing Director and Chief Executive Officer Bert Paterson said Tension Chhodo Cricket Khelo' brand activation campaign with Sachin Tendulkar was the first of its kind in the insurance industry. It had helped prospective customers experience Aviva's brand promise, build awareness and preference for the Aviva brand and, more importantly, created interest in the need for financial planning for a child's future via child plans, he added.

Speaking on the occasion, Sachin said, ''It's a great idea and something every parent will identify with. I am looking forward to enjoying the cricket match with my son Arjun and the other parent-child teams present here from different parts of the country.'' UNI VK SR SP HT1500

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