afaqs! news bureauPublished: 29 Aug 2008, 12:00 AM

Olympics hero Vijender Singh to play for Bajaj Allianz

With Vijender Singh as its youth icon, Bajaj Allianz hopes to pull in young customers

Endorsements by sportsmen other than cricketers are rare in India, but winning a medal at the Olympics can change the scenario drastically. Where there's victory and success, brands aren't far behind to bask in the glory. That’s how Olympics bronze medallist, boxer Vijender Singh, is the new dude on the endorsement block.

Barely a few days back from the Beijing Olympics, and Singh has been signed up by Bajaj Allianz as its brand ambassador.

On the new youth icon and Bajaj Allianz's first ever brand ambassador in India, Akshay Mehrotra, head, marketing and corporate communications, Bajaj Allianz, says, “Vijender epitomises the whole aspect of focus, belief and objective, which matches our company's ideology."

Olympics hero Vijender Singh to play for Bajaj Allianz
Vijender Singh endorsing Bajaj Allianz
Showering accolades on the boxer, he says, "We hope that his sincere dedication and determination will be seen in his association with the brand."

Pugilist Singh proclaims, "I hope to be an inspiration for the youth of our country." However, he is quick to add, "I will never allow my boxing to suffer because of endorsements and other things. These things are happening because I have been able to make a mark in my sport. Boxing is my identity and I will continue to grow as a boxer. Everything that comes with boxing is secondary to me."

Speaking to afaqs!, Mehrotra indicates that the company will revive an old tagline with the signing of Singh. "With Vijender set to pull the younger audience, we will revisit our old tagline, 'Power on Your Side'." Bajaj Allianz's current tagline is, 'Jaisi Zaroorat Waisa Insurance'. The new campaign will break in about a month's time.

Madan Mohan, chief operating officer, West, TBWA (Bajaj Allianz's creative agency), tells afaqs!, "We are looking at all major media vehicles for advertising and the campaign will be finalised in a couple of weeks."

According to credible media reports, the life insurance industry grew by 14 per cent in the first quarter of 2008-09. While ICICI Prudential retained its second spot behind top ranked LIC, SBI Life Insurance emerged as the third biggest player by displacing HDFC Standard Life. Bajaj Allianz occupies the fourth position followed by Reliance Life at No. 5.