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His career graphs boasts of a successful series against the Proteas (South Africans) and a forgetful first test against the Poms (England), but this ad of Aviva Life Insurance has marked a new innings for the Master Blaster – Sachin Tendulkar. While younger colleagues like M.S. Dhoni don the glove for GE Money India and skipper Rahul Dravid bats for Max New York Life Insurance India, Sachin has just made his debut in the insurance domain. Bert Paterson, MD of Aviva India seems ecstatic at the prospect of the ‘Little Master’ endorsing Aviva, “Sachin is the most popular icon in India for all age-groups and his popularity transcends the boundaries of religion, caste and region.”
With this cricketing icon as its ambassador, Aviva has come out with a commercial that showcases Sachin Tendulkar enjoying an energetic encounter with a group of boys on a windy day by the shore. Even as he indulges in the enduring game, the batting maestro takes the viewer on an interesting journey that embodies his and Aviva’s beliefs of leading a life that is tension-free and ‘Khul Ke’ by drawing a connection between life and the game of cricket. The commercial’s genesis has been customer insight, which pointed out that ambiguities and concern about the future restrict one from deriving maximum pleasure from the present and living life to the fullest.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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