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A perfect match
A true sporting legend, Kapil Dev's persona, commitment and dare-to-dream attitude saw India win many a battle on the cricket field. Regarded as one the greatest all-rounders of the game, Kapil Dev's ability to turn the tide almost single-handedly brought him a fan following that could best be described as fanatic. In a cricketing career spanning 16 years, Kapil Dev led India to its first ever World Cup win in 1983. He didn't rest there. By the time he hung his boots, Kapil had already amassed 434 wickets and over 5000 runs.
When Birla Sun Life Insurance (BSLI) roped in India's former captain, Kapil Dev, as its brand ambassador, the association came as no surprise. A role model for many, Kapil Dev, over the years, has become synonymous for commitment, the very same value that drives BSLI. 
Birla Sun Life Insurance Company Limited is a joint venture between the Aditya Birla Group, one of the largest business houses in India and Sun Life Financial Inc., a leading international financial services organisation. With an insurance network that's aggressively national and covering more than 1000 points across the country, BSLI's association with Kapil Dev will increase the company's brand recall and acceptance. As a brand ambassador, the former cricketer will play a key role in the product and promotional initiatives of BSLI. Kapil Dev's ambassadorship comes after a detailed study conducted by BSLI.
The study revealed that he was seen as a very good fit for the BSLI brand and was very much loved and respected by a vast majority of the population. In the life cycle of the brand, what matters is the promise that a brand lives for and since brand experience starts and ends with people, Kapil Dev's universal appeal and affability will augur well with BSLI's marketing mix.
Says Mr. S. K. Mitra, Director, Financial Services, Aditya Birla Group and currently in-charge at BSLI, "We have made our entry in several tier I and tier II towns. It is therefore very important for the brand to connect at the grass root level and create trust. We believe that our association with Kapil Dev as our brand ambassador will help us create this connect in a shorter period of time."
As they say, history chooses the best time to repeat itself.
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