Birla Sun Life Insurance ropes in Kapil Dev as its Brand Ambassador

Mumbai, Nov 20 (UNI) Birla Sun Life Insurance, one of the leading private life insurers in India, today announced the inimitable achiever, cricketer Kapil Dev as their corporate brand ambassador.

Commenting on the association with Kapil Dev at a press conference here S K Mitra Director Financial Services Aditya Birla Group and presently incharge of BSLI said the Birla Sun Life Insurance business distribution network is national in nature covering more than 1,000 points across the country. We have made our entry in several tier I and tier II towns.

As such, it is 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. We therefore, now have two strong connects our parent brand Birla and a brand ambassador Kapil Dev.'' The cricketing supremo will be endorsing Birla Sun Life Insurance in all its marketing initiatives. BSLI is a value-driven brand, which has a national brand recall of 70 per cent and the objective of appointing a brand ambassador was to grow its brand recall as it goes national in its distribution reach and fuel business growth, according to Mr Mitra.

As a brand ambassador, Kapil Dev will play a key role in the brand and product marketing and promotional activities. BSLI has always used an integrated marketing approach that will get further strengthened, Mr Mitra added.

Kapil Dev, also known as the Haryana Hurricane, was born on January six, 1959, in Chandigarh. He played his first competitive game of cricket at the age of 13 years. He made his Test debut on October 16, 1978, at Faisalabad against Pakistan and remained India's top strike bowler for almost 15 years. His extraordinary test match figures of more than 5,000 runs, 434 wickets along with 64 catches show that he was a world class cricketer and all rounder.

Besides, he has raised the mantle of India to Sporting Glory by winning us the World Cup.

In a research study conducted by BSLI, Kapil Dev connected extremely well with the life insurance category and had high acceptance by the masses. Its survey suggests that he is seen as a very good fit for the Birla Sun Life Insurance brand. He is very much loved and respected by a vast majority of the population.

Meanwhile, Birla Sun Life will host the Annual Golf tournament at the Chembur golf club in Mumbai On November 26 where Kapil Dev will participate.

UNI SN MJ SKB1842