will now be acting as corporate brand ambassador for Birla Sun Life Insurance (BSLI). Dev will play the key role in the brand, product marketing and promotional activities. As brand ambassador, he would be fuelling the business growth of the company and ensuring that its brand recall grows.
Dev - who attained his sporting glory with the 1983 World Cup win, remained India's top strike bowler for almost 15 years and had match figures of more than 5,000 runs and 434 wickets - is a favourite with the majority of the population. The research study conducted by BSLI shows Kapil Dev has high acceptance among the masses and connects extremely well with the life insurance category. He is, therefore, a perfect match for a brand that represents long-term trust and consistency.
Kapil Dev and SK MitraCommenting on the development, SK Mitra, director, Financial Services, Aditya Birla Group and current in-charge of BSLI, says, "BSLI is a brand that is driven more by value. Having entered several tier I and tier II towns and with a business distribution network covering more than 1,000 locations across the country, it becomes very important for the brand to connect at the grassroots level and create trust. Kapil has the strong image of being a reliable, dependent, consistent and trustworthy player. As people look up to him, his association with the company will further strengthen our integrated marketing approach and help to create a better connect with people".
As part of its promotion activity Kapil Dev will participate in the Annual Golf tournament at the Chembur golf club in Mumbai, on November 26, hosted by Birla Sun Life Insurance.
For the record, the current advertising for BSLI is being handled by Vyas Giannetti Creative. Birla Sun Life Insurance is a joint venture between the Aditya Birla Group and Sun Life Financial. The company's current capital base is Rs 520 crore.
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