Aviva Life Insurance Company India Ltd. has appointed Sachin Tendulkar as its brand ambassador. The company ad will show him as a father along with his son in their "tension chodo...cricket khelo" (forget tensions, play cricket)" ad and promotional campaign for insurance plans for children.
Experts say such personal associations add creative credibility to the brand pitch and help widen demographic base.
"As of now a number of brands are using real life relationships to cut across clutter, sys KV Sridhar, natinal creative director Leo Burnett India, who believes that real life relationships, if captured in a believable way could go a long way for the brand.(Mint, 13 Aug 2008)
Vishal Gupta, director, marketing, Aviva says, we had a far better chance of being differentiated in this maket. We were using Sachin in his role as a father which no one had ever tried before.(Mint, 13 Aug 2008)
The Aviva campaiagn will cultminate with 15 father son combinatins playing cricket with Tendulkar and his son.
Bachhans are advertising as a pair, Hema Malini and daughters are appearing on ads.
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