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Max Life Insurance has just announced Indian men’s cricket team captain and star player, Rohit Sharma and his wife Ritika Sajdeh as their new brand ambassadors under a two year partnership agreement. 

This will be the first time the two will make an on-screen appearance together. The company plans to target the millennial audience and convey the importance of having life insurance and build and enhance the importance of financial preparedness and protection through this strategic alliance.

Max Life Insurance, which recently forayed into the pension fund management business, has also been focusing strongly on its protection offerings against uncertainties as well as providing long term savings options and benefits to help build and strengthen the financial stability of families. The company is also working on bolstering its retirement offerings in order to aid those in their golden years. 

The two-year alliance with Sharma and Sajdeh aims to enable Max Life to use the couple's brand value and reputation to enhance its own across product categories, alongside other brand campaigns that are lined up under the brand's promise of Bharosa and You Are the Difference. 

Sharma, who is currently preparing for the upcoming T20I series, has had an impressive journey in the sport of cricket. As a self-made man from humble beginnings, he is an inspiration to many including a large number of millennials. His calm composure and cool attitude aligns itself perfectly well with Max life’s own beliefs, the company shared in a statement. 

Sajdeh has played a key role in his success. She is also Sharma’s business manager. Together, they personify the brand's ideologies of financially protecting its customers against life’s uncertainties, the statement added. 

Commenting on the association, Rahul Talwar, Chief Marketing Officer, Max Life said, “India houses the largest youth population in the world. This segment champions a mindful living with holistic mental and physical well-being. Rohit Sharma, as the millennial cricketer, is a source of inspiration to all and together with his wife appeals to the millennial gen."

He added, "We believe this partnership will help drive life insurance awareness, especially among the younger generation by highlighting the importance of staying protected in life early on and being the difference to their families. We are on a journey to build India’s most admired, trusted life insurance brand that delivers on its promises, and our association with Rohit Sharma and Ritika Sajdeh will strengthen this journey. The power couple who have come together for their first brand campaign, perfectly personify our purpose of inspiring consumers to increase the value of their lives. This partnership will enhance the trustworthy credentials of Max Life Insurance and will build its appeal as a progressive brand.”


Max Life Insurance ropes in 'Hitman' Rohit Sharma and wife Ritika Sajdeh as brand ambassadors

Leo Burnett and Niva Bupa

Health insurance company Niva Bupa has roped in advertising agency Leo Burnett as its partner. The win, which comes after a multi-agency pitch, will see Leo Burnett aid the brand in fulfilling its vision of creating ground-breaking work in order to give people more control over their health and well-being.

Grapes and Maharishi Ayurveda

Maharishi Ayurveda has appointed digital marketing agency Grapes as its agency on record (AOR). The agency, which won the mandate following a multi-agency pitch for the German market, will service the account from New Delhi. According to the mandate, Grapes will be responsible for handling the marcom activities for Maharishi Ayurveda. Further, the agency will also look after services such as content planning, digital marketing strategy, social media management and media planning and buying. 

FCB Interface and Max Life Insurance

Insurance company Max Life Insurance has given its integrated creative mandate to FCB Interface after a multi-agency pitch. The account will see the agency responsible for creative strategy, execution, and social media management for the brand across all channels. 

 L&K Saatchi & Saatchi and Act Fibernet

L&K Saatchi & Saatchi won the creative mandate for Atria Convergence Technologies (ACT) Fibernet, a telecommunications company. The responsibility of the agency would include managing the full-service responsibilities for the brand including advertising, brand activation, digital and public relations (PR). Few weeks ago, newly launched airline Akasa Air gave its creative mandate to L&K Saatchi & Saatchi. The agency will manage strategic and creative initiatives for the airline. This would include developing the brand and tactical communication for above-the-line and below-the-line elements. Last month, the agency announced Shitu Patil as the head of art and executive creative director. In April, the agency had announced Avinash Jakhalekar as the group creative director. 

Digital Tribe and WorkStore

The digital arm of communications agency PROSE Integrated – Digital Tribe has won the digital mandate for WorkStore, an office products company. The responsibility of the agency would include the end-to-end digital duties which include positioning, brand awareness via social and digital media platforms to target B2B enterprise clients, and further leverage business-building conversations to generate leads. The account, which was won following a multi-agency pitch, will see the agency manage the brand from its Mumbai office.

Compiled by Kashmeera Sambamurthy

Biz Moves: Leo Burnett, Grapes, FCB Interface, L&K Saatchi & Saatchi bag new business

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